(2 minute read)
On the cover of his best-selling book, To Sell is Human, author Daniel H. Pink, shares a stark reality. Whether you’re a schoolteacher, a parent, or a co-worker attempting to influence colleagues on a new idea, we’re all in sales to some extent.
If we are to accept this, we’re better to consider the current needs of modern selling, versus the ruthless and transactional nature of the 1970’s and 80’s (think, ‘The Wolf of Wall Street’ type manipulative sales strategies).
Traditionally, the historic hard sell approach to sales involved specific sales techniques (bordering on manipulation) and an over-reliance on a quick, transactional sales interaction – allowing the sales agent to close the deal, before seeking out the next prospect and subsequent sale.
In contrast, soft selling prioritises engagement with the prospect, placing a high priority upon building a positive relationship – regardless of the time available or whether it’s a transactional or consultative sales process.
Soft selling shouldn’t be mistaken for being passive or submissive. In fact, engaging with customers builds rapport in the process, while also building trust. This allows you to use this (brief) relationship to the advantage of both parties.
Applying a soft selling strategy allows you to keep prospects engaged for longer periods, without them feeling pressured or manipulated into any type of purchasing decision.
5 Tips to Soften your (Sales) Strategy.
- Remind prospects that any purchasing decision is always theirs to make.
- Strive to build value in the product/service.
- Ask meaningful and open questions.
- Listen – really listen – to the customer.
- Be personable and focus on the needs of the customer.