This because — in a market-based economy — you can’t make anyone do anything they don’t want to do. You certainly can’t make them buy from you.
What you can do is create the environment where that person makes the decision (based on their self-interest) to buy. And, when that happens, you are there to receive the sale.
In response, a listener wrote:
“I especially enjoyed your idea that you can’t “make” sales, only receive them.”
Thank you. Remember, though, that this receiving does not occur in a vacuum. We must first provide the value which creates the environment where the person chooses to buy. And, continue to magnify that value through the excellence, education, attention, empathy and other elements involved. This is not passive, but active; very active.
Yes, in the interview I said the key is to focus on the giving (of value) and allow the receiving.
But, please don’t confuse receptivity with passivity. The receiving is earned; through action; through providing value.
In this case, the correct focus leads to the correct action, and that’s what creates the proper environment.
Have you found this to be true? How do you provide value in the sales process in order to create that environment? Please feel free to share?