Easy to Buy From?

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“I am the world’s worst salesman.  Therefore, I must make it easy for people to buy.”

–     Frank Winfield Woolworth (1852 – 1919), entrepreneur and founder, Woolworth’s

Solution Selling.  The Challenger Sale.  Miller Heimann.  Yadda.  Yadda.  Yadda.

People have built whole careers teaching sales pros how hard their job has to be.  How much work has to be done, just to get to a certain point in the sales process.  Billions — that’s billions-with-an-upper-case-B! — of books have been sold on this system or that system.  Yadda.  Yadda.  Yadda.

Here’s the selling system that takes just a few minutes per day to learn, and about that long to master.

Make it easy for people to buy.

As often as not, it’s the sales pro’s employer that stands in the way of that — not the buyer or the market.

So, how do we do it?

“Hey, if we were them, would we buy this?”

“What value does that provide in the eyes of our buyers?”

“Does _________ take that long because it needs to, or does __________ take that long because we let it, or make it take that long?”

“What if we said “No” to the things we know we won’t do, and had a really good reason for why we wouldn’t do them?”

If you joined me, we could create a list of questions 500 items long to address the 5,000 things we do, consciously or subconsciously, to make it more difficult for people to buy what we sell.

What if we stopped doing one of the 5,000 every day, by asking three of the 500 questions every day?  Within a half-a-day, we’d see the results in the size and quality of our pipelines, in our outcomes, in our improved morale, and in our engagement level.

How easy are we willing to make it for the buyers?  How much easier with that make it for us?


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