Jeffrey Gitomer says this in his “Little Red Book of Selling”, which is one of my all time favorite sales books!!! so I can’t take credit for this…but I do agree with the concept.
Here is how I interpret his belief. Get out of the sales mode, robot mode….and get real, make a connection so you can start talking and have a conversation. The faster you get to this stage, the higher the probability of making a sale. People want to buy from people they like. You have to have a solution, of course…but there are many solutions and the buyer can make a business case for any of them.
My first real sales course I will always remember what the instructor said – The client is buying you. That stuck with me and I continue to do business this way. I try to be myself and be natural. It really works. It builds a relationship faster than any ROI or business case you can make, trust me.
Be yourself and sell with confidence and the rest will follow.