Many people believe that selling is a convincing process. It’s about the seller getting the buyer to see and embrace the value of the item for sale.

But what if we turned that assumption up-side-down?

Instead of the seller convincing the buyer, the buyer has to convince the salesperson of their compelling need for the item that’s for sale. In short, get the buyer to sell themselves on the value of the item to be purchased.

What’s in it for you to make the shift?

There are many reasons this opposite approach is beneficial to both parties:

1. It removes the pressure to convince/cajole/persuade/prove your point of view about the item being sold.

2. It takes the focus off the product and price and puts it on the person – the buyer – where it belongs.

3. It shifts the “talk” dynamic from 80% seller/20% buyer to the opposite: 80% buyer/20% seller.

4. It’s so different from a typical sales call that it registers in the buyer’s mind that this salesperson is trustworthy – because the buyer is doing all the talking and the salesperson isn’t getting in the way!

5. It’s simply more fun for both parties because the right person is doing the “convincing”.

Be real: Can I convince you of anything? Can anyone convince you of anything? The honest answer is no. We humans like to convince ourselves, and we do that with facts that we acknowledge as valid, not others’ opinions or feelings.

“Successful salespeople make the sales conversation about the person, not the product or price.” This quote from Sell Like Jesus: 7 Characteristics of Christ for Ethical Sales makes it plain. When we focus on the person, their needs, wants and desires, both parties win. Likewise, focusing on the product or price means we’ve re-entered the convincing process that alienates and undermines sales success.

Dare to be different. Flip the script on traditional sales. Have fun. Let me know how it goes!