Who do you know who likes being sold to?

Answer: (probably) Nobody.

Yet how do you behave when talking to your prospects (whether literally in business networking, face to face or telephone selling situations, or in your written marketing communications)?

Be honest, now. Is it mainly “We do this”, “We do that”, “We’re different because…”?

And are you just a teeny weeny bit frustrated that it doesn’t work too well and that it all seems a bit of an uphill struggle?

Now think of a social occasion.

You meet somebody new. She says hello, you exchange names and a couple of pleasantries and she launches into talking about herself. She’s being totally self centred and you are very swiftly bored. How long do you think it will be before you start looking for a way of escape?

Now, where’s the difference between how you’re behaving in the business situation and the lady you meet in the social one?

You could change that around in the bat of an eyelid just by being genuinely interested in the other party. And the way to demonstrate that interest is to ask sensible, intelligent questions.

In the business situation they would be geared towards uncovering any painful problems that you were in a position to help the prospect solve. Your shift in attitude and the sincerity (don’t even bother trying if you’re not sincere) underlying the questions will come across to your prospect.

You may be able to demonstrate your expertise by offering some free advice prior to moving on to explore whether there is the basis for a commercial ‘fit’. Don’t be afraid to give a little first.

Try it – You might like it (and the results it brings)!

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