Danger! High Pressure Sales

We all get to meet sales people at some point in our lives. It could be the purchase of a new dishwasher, bicycle, car or home but one thing is for sure, there’s likely to be a salesperson pretty close by looking to earn commission. How they do it depends a lot on their own character but more importantly on the way they are trained.

Sales are about results. The numbers are what count above all else, even the customer experience can sometimes be a secondary consideration. In the arena of high pressure sales the chosen style is what we call ‘push’ selling. Sales staff are taught not to take no for an answer. They must continually find new ways to present the deal or even worse, challenge the customers’ right to say no or to take time to think more about it.

This normally happens when something just isn’t right. It might be the product, the price or a feeling the customer has about the sales person. Whatever it is, it becomes a barrier and it makes completing the sale difficult, which is normally when the (badly trained) sales person goes into high pressure overdrive.

But it doesn’t have to be this way. Imagine a sales person who goes out of their way to get to know the customer a little bit. They spend time finding out how this purchase might fit it to their lives, what’s important and their idea on budget. Once they have all of this information they use it to select the product that most closely fits the customers’ needs and then present the product and the benefits to the customer. And guess what? A sale is more often than not the natural conclusion to this kind of interaction.

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