Gross sales myths and catch phrases are thrown round in trainings and informal conversations consistently.
If one other individual marches out the drained outdated phrase “folks purchase from folks they like.” I’m going to throw up in my mouth. This phrase is the dumbest and most detrimental phrase to promoting. It’s a shallow, silly, simplistic thesis. A thesis one too many individuals use as the premise for their very own promoting philosophy.
Ya, ya, ya, folks purchase from folks they like, no shit. However what this phrase doesn’t say is folks purchase from folks they don’t like they usually DON’T purchase from folks they like. The world just isn’t zero sum. Simply because somebody likes you doesn’t imply they’re gonna purchase from you AND simply because somebody doesn’t such as you, doesn’t imply they gained’t purchase from you.
In relation to gross sales, consumers usually are not within the pal enterprise.
They’ve sufficient associates. Consumers are within the enchancment, development, and alternative enterprise. Consumers want options that improve their means to exceed their targets and crush it. Due to this fact, what consumers care extra about than liking you is how a lot worth are you able to and your services or products carry?
Consumers need worth they usually don’t want to love you to see the worth.
With out worth, there is no such thing as a situation the place a purchaser buys from you just because they such as you. Consider it this manner – you’re managing a workforce or an organization and you lately employed a brand new individual. Six months into their time working for you their work output is under common and exhibits no signal of enchancment. This individual is adored across the workplace, they’re humorous, charming, charismatic – their work is simply not transferring the corporate ahead, it could be hindering the corporate or groups output. You want this individual however you recognize you continue to need to allow them to go, no matter their likability. Why? As a result of their likability means shit in the case of enterprise worth.
Spending time getting your prospect to love you is losing priceless time you may spend demonstrating the worth you and your group can carry.
The target of promoting is to ship worth. That’s it. The extra worth you may carry, the extra you’ll promote.
If folks such as you, nice. It makes it simpler. It will get you entry. Should you can’t ship worth, then it doesn’t matter in the event that they assume you’re the good individual on the planet. They’ll have a beer with you. They may take your name. However, they ain’t shopping for shit.
In case your purchaser doesn’t such as you, it’s OK. Should you’re services or products delivers extra worth than the competitors, if it will probably remedy a urgent ache within the ass downside, then consumers will purchase from you — interval. Nearly all of the issues I’ve bought over they years, I’ve bought from folks I don’t like.
Now, earlier than you get all labored up defending this long-held perception you’ve had, let me say, you may’t be an asshole. You’ll be able to’t be a dick. There’s a distinction between not being favored and being an asshole. Nobody desires to be round an asshole and should you’re an asshole cease it. Should you’re an asshole, consumers will search for causes to not do enterprise with you, even when your product has worth. However being a dick is completely different than simply not being favored.
The premise that claims, folks purchase from folks they like is a fantasy. Folks purchase from individuals who ship essentially the most worth and in the event that they occur to love you on prime of that, it’s gravy.
Cease worrying about whether or not or not your purchaser likes you and focus your consideration on worth. Ask your self how a lot worth are you bringing to this individual and ensure it’s so much.
Worth trumps likability EVERY time — be priceless, not favored.