Why You Shouldn’t Do Hard Selling

Having a hard time getting people to buy your product? You’ve chased several prospects down and have tried to pushed the sell on them, only to leave them defensive and running for cover.

One big fact is that people buy what they want, not what they need. Even if they need a product that will suit their needs, that’s not enough for them to buy the product. If the benefits of a product are great for them and fits their lifestyle, and the value of the product outweighs price, then they’ll buy.

An example of hard selling is when you receive an objection from the prospect like, “The price is too high,” and you as the sales person get on the defensive and tell them every reason they should buy right now. An example phrase would be, “Yeah the price may seem high, but like I told you earlier if you bought this right now, you would be saving $50,000 a year, which outweighs the $25,000 you would be paying for this equipment. Who would not want to take advantage of that? If I were you I would do so. You’re wasting your money by not buying this.”

Take a look at that phrase and see what’s wrong with it. First you’re giving the prospect too much information that they may not digest. Second you sound desperate to get them to buy. And third, you’re making them look stupid, which people will really resent against. That’s a sure fire way to ruin your chances of not only a sale, but of a loyal customer.

So never sound desperate, never throw too much information to the prospect, and never ever make the prospect look dumb. Tell them what they want to hear, and how the product you’re selling best fits their lifestyle or their needs. Ask a lot of open ended questions to get them to talk, and find the hidden objections so that you can eliminate them to make the prospect feel more comfortable to buy.

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