Do Salespeople Sell or Do Customers Buy?

Consumers are ultimately responsible for their buying decisions. While a salesperson may lead to lead a consumer to a particular product, the consumer will judge the merits of the product without influence from the salesperson.

Salespeople often pat themselves on the back after making a sale. Some salespeople believe their presentation caused the consumer to purchase a home entertainment system or to buy a new home. Sure, the salesperson became eligible for a commission when his or her name appeared on the sales receipt. Yet, most salespeople give themselves too much credit for any sale.

In reality, successful salespeople benefit from the “law of large numbers.” If a salesperson only sees a few people, on a daily basis, he or she may not generate a sizeable income. For example, in the financial service industry, sales managers encourage their financial advisors or insurance agents to book at least 15 to 20 appointments per week; otherwise, the financial advisors or insurance agents will soon be looking for another career. Good salespeople, however, must have enough prospects to communicate with in order to make a sizable income.

The informed consumer is the ultimate decision maker. Consumers do not like to be told what to do by a salesperson; therefore, most consumers are turned off by a pushy salesperson. Rather, consumers prefer a salesperson who educates them about a product. This is the same process that consumers engage in when they watch a TV advertisement. Consumers just desire the following information: where to find the product, how to use the product, and how to understand the product’s need.

Consumers are not stupid. If consumers do not see value in a product, they will not buy a product even from a “so-called” professional salesperson. All of the advertising in the world cannot convince every consumer that he or she needs a company’s product. Individual consumers must make their decisions about what products they need in order to make their lives better. As a result, no two households in America will contain the same products.

Salespeople are an extension of product’s marketing materials. These salespeople are able to provide additional information about a product that may not appear on the product’s display, which many consumers read before deciding on what product to purchase. Salespeople do not convince a consumer what to buy. For example, if a consumer does not need a computer, the consumer will not be leaving the store with a new computer, regardless of the salesperson’s best efforts to convince the consumer to change his or her mind! In order for a salesperson to be successful, he or she must learn consumers buy products and salespeople provide product details. The sales process is just that simple.