When Less Is More
If store associates would do less selling, more customers would buy the products they have to offer. Huh? “I thought the job of a sales associate was to sell. Now you say don’t sell. What’s up with that?” you might ask. Among the definitions of “sell” is to “make people want to buy something” and “persuade somebody to accept something for money.” That’s my problem with selling.
If we approach our customers intelligently and let them be a partner in the process, we shouldn’t have to make them buy or persuade them to accept our wares.
The reason it can be hard to sell something is that we don’t understand enough about why our customers want to buy or how to best satisfy their desires. Most often, they are willing to “acquire something by payment,” as the dictionary says.