Have you ever experienced a situation where a salesman tells you not to buy his product?Well, something unexpected happened the other day when I went to the store to look for a coat. I was standing in front of a mirror and trying one on when a salesman came up to me and said  "That coat is a size too large for you."

I asked him if they had the right size, and his answer?


As you might imagine, this threw me off guard. I was almost ready to buy that coat, why the hell would this guy tell me something that could change my mind? But he didn't stop there. He then went on to ask "What do you need this coat for?"

"It's for a trip I'm taking to San Francisco. I need something that's comfortable and warm," I responded.

The salesman quickly recommended me two options. He pointed out the benefits of both coats, as well as the difference between them. Once that was done, he left me alone to make the final decision.

And guess what I did? I bought both coats.

When I was leaving the store, I finally realized what just happened.

Because this salesman was so honest and upfront, he created trust immediately. And instead of being pushy, he educated me about the product, giving me all the information I needed to make my decision.  

If he had never intervened, I would have probably bought that first coat that was one size larger. But thanks to his help, now I have two coats that I'll actually use and I am certainly coming back for more in the future.

So now, how can you apply these principles to improve your sales process? 

1. First, Build Trust

How do you show that you care about your client? Simple - ask questions that help you solve their problems more effectively.

Also, when you do get around to offering your client a solution, start off by telling them about the other solutions that aren't a good fit.

This way, they'll know you've put a lot of thought into recommending them a solution that's specific to their problems, which helps build trust.

2. Know Your Product Inside Out

The goal is to talk to your customers about your product with 100% confidence.

If you have to leaf through a product brochure, or take down a question and give your clients a weak response, you're doing it wrong.

Apart from explaining why your product meets your customers' needs, also mention what it doesn't do. Remember: being honest and objective always pays off.

3. Get Out Of The Way

At this point, some salespeople will try to force the issue.

But take it from me: pressurizing your client into making a decision is never a good idea -- because it breaks all the trust that you've built.

What should you do instead? Give your client time to think things through, and be ready to assist them if needed.

It's pretty ironic. In order to be a good salesperson, you've got to stop selling. Don't think about how much revenue a client will bring to the company, or how many more deals you have to close this month. Just help your client to the best of your ability, and the rest will fall into place.