The stereotypical image of a salesman is the sleazy used car salesman—pushy, extroverted, and smooth-talking, always trying to make you buy things you don’t want. This portrayal, often seen in movies, TV shows, and books, couldn’t be further from the truth of successful sales. Real success in sales is not about coercion or convincing people to buy something they don’t want. It’s about fostering genuine connections, understanding your customers’ pain points, and offering solutions that genuinely improve their lives. This comprehensive guide will empower you to approach sales with the correct mindset.
The Misconception of Supply and Demand
Many believe the economy and sales success hinge solely on supply and demand. The common notion is that consumers and businesses randomly consume things, so the primary strategy to sell more is becoming a master salesman who knows how to push the right buttons. This approach, however, is fundamentally flawed.
The Real Driving Force Behind Purchases
Every person has a current self and a future desired self. Every decision, action, and purchase is driven by the desire to bridge the gap between these two states. This gap fuels all desire and demand in the marketplace. People wake up daily, striving to transition from their current situation to their desired situation.
Reiterating this, the economy isn’t based solely on supply and demand but on people buying versions of their desired self. To sell more, understand what people want to become and sell them something that solves a problem for their current self or accelerates their journey to their desired self.
Practical Examples
Look around, and you’ll see numerous examples of this principle in action:
Info Products and Online Courses
These are particularly easy to sell because they appeal to people’s desires to make more money, improve their lifestyle, and demonstrate success to others.
Beauty Products
Women often buy beauty products to look more like the models and influencers they admire, striving for their desired appearance.
Weight Loss Plans and Meals
Products like Weight Watchers and Jenny Craig cater to the widespread desire to lose weight and achieve a healthier self.
The Right Approach to Selling
Instead of guessing what to sell based on market trends, find out what people want and then sell it to them. Smart businesses identify the gaps between their target market’s current and desired selves and create products to bridge these gaps.
Focus on a Specific Niche
A common mistake is trying to sell everything to everyone. Instead, pick a specific niche and target market. Conduct thorough research into that market. Don’t guess—go to the market, ask questions, and observe. Identify their problems and desires, then create a product or service that directly addresses these needs.
The Foolproof Process
Follow this process, and you’ll sell anything with ease:
Identify What the Market Wants:
- Conduct surveys and interviews to understand your target market’s desires and pain points.
- Analyze market trends and consumer behavior to identify unmet needs.
Create Something to Meet That Demand:
- Develop a product or service that directly addresses the identified needs and desires.
- Ensure the solution is practical, effective, and tailored to your target market.
Sell It to Them:
- Craft a compelling value proposition that resonates with your audience.
- Use targeted marketing strategies to reach your specific niche.
Even a mediocre salesman can sell more of a desired product than a great salesman can sell of an unwanted product.
Avoiding Common Pitfalls
Many people fail by following flawed advice, like chasing a unique idea or blindly following their passion. This approach is centered on the seller, not the customer. Remember, you are not your customer. Your focus should be on what the market wants, not what you think is cool or innovative.
Remember
We cannot create desire; we can only channel existing desire towards a specific product or service. The task is to direct pre-existing desire, not to generate it.
Conclusion
By incorporating these principles, you can transform your approach to sales. Focus on understanding your customers’ needs, creating products that bridge the gap between their current and desired selves, and communicating the value effectively. This strategy not only drives sales success but also builds long-lasting customer relationships based on trust and mutual benefit.
