Conversations That Sell

The Collaborative Salesperson

No potential buyer enjoys being the target of selling, but a good salesperson can turn that feeling around by being an informative collaborator who is focused on the client’s goals.

In the past, buyers had to depend on salespeople to obtain product information. Today, in most fields, clients can use the Internet for their own research. Since many product and service options are now only a click away, buyers often commoditize by opting for the cheapest price and easiest purchasing routine. Yet salespeople remain necessary and relevant. The sales profession is not in decline. As of 2010, more than 13.4 million salespeople were at work in the United States.

Sales professionals research the marketplace. They cold call. They inquire about budgets. They send emails. They make presentations. They tout the features and benefits of their products and services. Over and over, they follow up. Meanwhile, buyers basically want to protect themselves from any sales onslaught. They especially shun pushy salespeople. Today’s customers want to work with salespeople who take a more elevated approach, function as invaluable informational resources and...