Can you sell ice to an Eskimo?

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Selling is a profession.

We have all heard (or know) people say that so and so is a natural born seller.

Well, there is a bit more to it.

The secret to selling is to allow people to make the decision themselves. Your job when selling is not to push a sale but rather help the customer make the decision to buy your product or service.

No one wants to be pushed into a decision, it is much better to lead them to make it themselves.

People like to buy from people that are similar to them or within their (deemed) social group.

Have you heard of the “school tie” way of doing business?

So, understand the likes and affiliations of your potential customers. Then ensure your offering is positioned to appeal to these traits.

Last but not least, choose who you are going to sell to! This is the hardest one of them all.

You see – just selling to anyone or any sector may put Dollars in the Bank. It doesn’t however get you repeat business or potential for referral.

Have you bought a product that you felt was terrible and didn’t do what you needed it to? Of course you have.

I know you didn’t buy it again or refer it to anyone, right?

So, by selling to the people that really want what you are selling or will get the most benefit are the people you should be spending time on not just looking to sell.

Selling ice to an Eskimo is possible, the chance of repeat business is very low and referral even lower, so don’t waste your time, sell it to someone who needs it instead.


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