Great Salesmen Don't Sell to Everyone

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Someone a while back told me "A good salesperson should be able to sell anything to anyone"


My answer to that was/ is / and always be "NO"

Most salespeople think their primary job in sales is to persuade buyers to purchase their products or services.

But your buyer is not looking for your persuasion.

Your buyer's wants to quickly gather and make sense of the information they need to make a decision to get what is most important to them.

Then how does persuasion make any sense?

Your buyers want you to be a source of value that helps them make informed trade-offs and decisions about how to achieve their most important thing.

Which means that your persuasive coercion is of no value to them.

Persuasion is not a sales skill. It's salespeople's last resort when they don't understand how to Influence the choices their buyers make.

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