"When Can We Start?"... Who Said That? - Bob Sherman - MediaBizBloggers

If it was me, then the client and I hadn't come up with a solution to his problem that involved me and my product or service. In other words, I hadn't sold anything yet. I had failed, so far anyway, to establish my worth.

Rather I was using a shopworn sales technique (trial close) just like any average sales guy, because I hadn't yet successfully sold. So I asked the question and waited for the inevitable "objection" so I could return to objection-answering. This sounds kind of familiar, yes?

Over the years, thankfully, "when can we start?" has much more often been asked of, rather than by, me.

An Uncommon Seller skillfully lowers the inherent barrier between himself and the Buyer, so that the Buyer permits him to attempt to help. That's why the Seller made the appointment, prepared for it and showed up. To Help! To Serve! He lowers the barrier by communicating honestly and motivating the Buyer to struggle with him, as true partners, all four sleeves rolled up, empty coffee cups everywhere (25 years ago, filled ashtrays as well) to identify the hurdles to the client's growth, and to innovate solutions. (Get the picture?) That's where the art of selling comes in… to lower the barrier… to get him to let you help. Once that barrier is lowered, "selling" takes a rest and helping and serving take over. That's the remarkable salesman's only goal, to help the client be richer for the experience of the two of them working together. And then the moment comes when this uncommon Seller and his Buyer look up from their legal pads and the Buyer asks..."When can we start?"

Great Selling!

Bob Sherman has 40 years experience managing relationships between media companies and advertisers in old and new media from radio, cable and TV to the Internet, and from sales executive to chief executive and from the biggest media corporations to his own entrepreneurial companies. He is currently in partnership with Pilot Group, LLC. Bob can be reached at rsherman@pilotgroup.biz.

Read all Bob's MediaBizBloggers commentaries at Great Sellers Go To Heaven - MediaBizBloggers.

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