Selling Without Selling - Selling Simplified

Summary

In this video, Myron Golden reveals the five biggest mistakes salespeople make, with a major focus on the error of trying to get people to buy. He explains that selling is about creating an environment where customers 'feel like buying,' not pushing them into a sale. Golden highlights the importance of emotions in decision-making and contrasts selling (persuasion) with convincing (pressure). By framing the product's benefits in a way that resonates with the customer’s desires, salespeople can foster feelings of anticipation, leading to a positive buying decision.

Takeaways

• 😀 Trying to get people to buy is a big mistake in sales. Instead, focus on creating an environment where they *feel like buying*.
• 😀 Selling is not convincing. Convincing is about talking someone into something for your reasons, whereas selling is about persuasion and helping people make decisions they already want to make.
• 😀 Good sales experiences are effortless and seamless; bad ones involve pressure and attempts to talk people into buying.
• 😀 People buy based on feelings, not needs. Their purchasing decisions are motivated by how they *feel* about the product or service.
• 😀 When selling, your focus should be on the customer and their desires, not your own motivations or interests.
• 😀 The best salespeople understand that people often don’t need what they’re selling—they buy because they *feel like* it.
• 😀 Faith in the product or service creates anticipation, which leads to action. Doubt leads to anxiety and inaction.
• 😀 Good sales involve creating a sense of excitement, anticipation, and positivity about the product, not focusing on negative aspects.
• 😀 To foster the right feelings, frame your product in a way that highlights its positive impact for the customer, not just the benefits you find valuable.
• 😀 When customers feel pursued or pressured, they will resist buying. When they feel served and understood, they are more likely to buy.
• 😀 The ultimate goal in sales is to create an emotional connection with the customer, making them feel like buying was their own idea, even when you’ve subtly guided them to it.

Q & A

What is the biggest mistake salespeople make according to Myron Golden?

The biggest mistake salespeople make is trying to get people to buy. Instead, they should focus on creating an environment that makes people feel like buying.

What is the difference between selling and convincing in sales?

Selling is persuasion, which helps people make decisions they already want to make for their own reasons. Convincing, on the other hand, is trying to talk someone into doing something for your reasons, not theirs.

Why does Myron Golden suggest that hard closing is not effective?

Hard closing is ineffective because it focuses on pushing people to make a decision, rather than creating an environment where they naturally want to make the purchase decision themselves.

How does Myron Golden describe good sales experiences?

Good sales experiences are seamless, effortless, and subtle. The customer feels like they made the decision to buy on their own, without being pressured or convinced.

What role do emotions play in the buying process?

Emotions play a crucial role in buying decisions. People buy what they feel like buying, not necessarily what they need. Salespeople must create an environment that triggers positive emotions, making the customer feel good about their purchase.

Why do people buy expensive items like luxury cars or shoes, according to Myron Golden?

People buy expensive items like luxury cars or shoes because they feel like it. They don't need these items in a practical sense, but they are motivated by the emotions and experiences those items evoke.

What happens when a salesperson focuses on negative aspects of their product or offer?

When a salesperson focuses on negative aspects, it causes doubt in the customer’s mind, which leads to anxiety and resistance. This makes it less likely for the customer to buy.

How does focus impact the buying decision?

Focus impacts the buying decision by directing the customer’s attention to either the positive or negative aspects of the product. Focusing on positive aspects builds faith and anticipation, leading to a purchase, while focusing on negative aspects creates doubt and anxiety, which hinders the sale.

What is the difference between faith and doubt in the sales process?

Faith is belief in the desired outcome, while doubt is belief in an undesirable outcome. Faith leads to positive emotions like anticipation, whereas doubt leads to negative emotions like anxiety.

What is the effect of creating an environment where a customer feels loved and served?

When a customer feels loved and served, they are more likely to make a purchase. They feel that their best interests are being considered, which creates a positive environment and removes resistance.