I find myself saying this a lot these days. Just stop selling! Your sales process is killing your sales.


Because there is a fundamental problem with “sales” – it is focused on the product, not the customer. The result is nervous business owners trying to push product down the throats of irritated customers. Bad combination. The nervous business owner irritates the customer, which makes the business owner more nervous. You see where this is going.

So, stop selling.

Here’s what you should rather do. Listen. Go to your customer, and listen.
What is their problem?

  • What kind of help do they need?
  • When do they need it?
  • How much are they willing to pay for it?
  • What will the result be if they can get the help they want? How will it change their business?
Ask the right questions, and then listen. This is miles away from selling. And when your customer has finished talking, just say thank you, smile, and leave. Still no selling.

Now, back in your office, think about what you have heard and carefully start to develop products and services that can really help your customer. These are the things you will never have to sell, because they will sell themselves. It will be like: “…hey, Mr. customer, remember you told me you needed something that is twice as fast? Well guess what…. I’ve got it!”. Done. Say goodbye and put down the phone. Still no selling. Just inform them that you have what they wanted.

Now you wait. Until the phone rings, because now your customer wants that thing, and he wants it now! And you’ve made a sale without doing any selling! Magic.

Here’s the biggest load of nonsense I hear over and over again: “I am bad at sales, so I need someone else to do it for me. I am an introvert, so I can’t sell.” Nonsense!

The only thing you need in order to make a sale, is a set of ears. If you can listen, you can sell.

So, go and make those sales, but please, stop selling!