There’s this saying out there that “people don’t like being sold to, but they love to buy.”
I’m gonna call a little BS on this one.
I think we love being sold to, love to buy, and don’t like being manipulated, having our time wasted, experiencing a bait and switch, or feeling like someone just tried to trick us into a sales conversation.
Having someone support us in making a decision to buy or invest in something we want (being sold to) is *very* different than being pitched something you don’t want and didn’t ask for information about.
I know it makes me feel better about my purchases and investments when I’ve been sold to, it works my confirmation bias just so to make me feel good about my choices.
When there’s something I’m planning on spending my money on, nothing makes me want to buy more than when someone sells it to me and makes the experience feel good.
The truth is, I love being sold to, AND I like to buy.
If I’m checking out a new, swanky gym, I WANT them to sell me on why it’s such a great idea and show me all the snazzy benefits.
If I’m buying a new pair of fancy jeans, I want them to tell me how great they fit, why these are a good choice, and throw in some other options for me to try on.
And, when I’m ordering a nice glass of wine out, even if I already know what I’m getting, I love it when the bartender sells me on my choice by describing what I’m about to get and how delicious it will be.
For my ladies who like going to Sephora, you've also experienced this first-hand.
What do you love about Sephora besides products for days? Why battle the crowds, when you can order almost anything online?
I'm going to go out on a limb and say it's the experience of buying. I’d bet, at least some of the time, it feels really good to talk to an ‘expert’ and have their support as you find the perfect shade of foundation.
Having someone’s help to find the *exact* solution to our skincare problem makes us feel confident when we hand over our credit card.
An expert telling us all the merits of the new line we’re about to try makes us feel savvy, smart, and in the know. This puffs us up a little when we buy.
And, having someone explain the benefits of using a second product with our initial purchase, makes us feel grateful for the tip as we happily add another item to our shopping basket.
That’s all selling is. And, when it’s done well and from a place of service, it feels damn good to be sold to AND to buy.
So, the next time you’re worried about being pushy or icky because you’re selling, remember the last time it felt good to YOU to be sold to.
When we already want something, being sold to creates confirmation and makes us feel more confident about our buying decisions...and this helps us enjoy what we’re buying that much more.
Can you think of a time you loved being sold to? And, how can you take this perspective into your sales process on the selling side? Let me know in the comments below.
Wishing you your version of success!