Have you attended an interview before and the panel says to you “Sell me this pen”! Very cliché questioning right?, but they almost always ask that same question in all sales interviews. I have also been asked a number of times myself. Sometimes I am even asked by organizations seeking my training solution. Fundamentally, that question betrays a deep-seated confusion about the functional understanding of sales.

Sales is not aggression! Sales is not undue passuassion! Selling is not sweet-talking. Basically, these are the things the guy expects to see when he asks the question. This explains why many companies and hiring managers hire the wrong kind of sales people simply because they could sweet-talk them into believing they are capable. Sales is offering solutions that are fitted enough to solve the problem and helping the buyer to see the value of it. If selling is fitting the solution rather than just offering it then some work has got to be done before you ever show up in front of the prospect. As a matter of fact, for many successful sale more than 50% of selling happens before you meet the buyer.

When a solution is fitted to a problem and you employ the voice of existing customers in giving testimonials about the results that the solution produces, you will not have to always push your sales. Rather than being that sales guys who want to push anything down the throat of everyone be the one who invests his time dimensioning the problem and then fitting the solution squarely to the problem. Sometimes, it is even necessary and by far more respectable and professional to walk away when there is no fit between the already dimensioned problem and the solution that you sell. This almost always lands you a better future deal.

Stop offering your product and start selling fitted solutions.

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