Sales techniques and storytelling: conflict or no conflict? Offend some clients, or connect with none.

Sales reps tend to use sales techniques that present the facts: the features of their company, product or service. Naturally, these sales techniques will also seek to present these features in an advantageous light, or with a positive spin. And they will omit anything that might involve conflict. For instance, when sales techniques are used to present the company, they often culminate in a litany of successful solutions provided or milestones achieved by the company, and omit the failures, errors, mistakes, missteps, motivations and challenges that were undoubtedly at the root of the success.

Usual sales techniques drawbacks.

Usual sales techniquesThis type of sales technique, the kind that tells a perfect story and only talks about success, has four major drawbacks.

  1. It is very hard to believe. I doubt any client believes it, in fact.
  2. Worse yet, clients know instinctively that there are flaws; no product or company is perfect. They know the flaws are there, but the sales rep omits them, and if the sales rep omits them, it’s because there’s something to hide, something they don’t do well or don’t want to admit to.   
  3. It makes the sales rep’s pitch as dull as a history lesson that the teacher has dehumanized and reduced to a list of dates to be memorized.
  4. A pitch that aims to please everyone by making everything perfect is so distorted that it is devoid of soul, personality and interest. In the end, by trying to please everyone, the proposal interests no-one.

What sales techniques to get customers on your side?

Sales techniques to get client on your sideIn fact, the only way to get the client on your side is to have a side, to take one clear position in contrast to another.  This makes it essential to introduce opposing forces, a light side and a dark side, opposing strong points and weak points, because this will polarize your listeners. Conflict will push them to choose a side. There will be a side that will appeal to them more, and a side that will tend to repel them.

And there’s a risk, it’s true: you may take too clear a stand that the client doesn’t like. But if you don’t take the risk of pleasing some people and offending others, the only thing you can be sure of is that you will be bland and insipid, and you won’t connect with anyone.


Voir cet article en Français:

Leave a Reply

Your email address will not be published.

This site uses Akismet to reduce spam. Learn how your comment data is processed.