You Sell Like You Buy

by Duane Weber

There’s a 100% correlation between how you buy and how you sell. 

I was in the market for a new financial advisor. I narrowed the field down to a couple of people I thought would work best for me. They both worked with the same firm but out of different offices. They both conducted a financial survey using the same form, obviously provided by the company. They both came back a week later for the “presentation.” While their portfolios were similar (probably computer generated), their presentations were very different.

The first advisor reviewed his portfolio in detail. Page by page he told me about the funds that he recommended, the resume and background of the fund managers and the rate of return of that fund for the past several years. At the end of the presentation he gave me detailed year by year projections, by fund, of how my financial future would be solidified. Nearly an hour and a half later, he finished. I was well-informed.

The meeting with the second advisor was different. Our meeting was shorter, about thirty minutes. He reviewed his overall strategy based upon my risk tolerance, provided a brief overview of the funds that were chosen and then went to the last page to show me that his strategy should give me the results I was looking for, assuming I invested accordingly.

Which advisor did I pick? Which advisor would you pick? You might be surprised.

You see, we spend most of our lives unconscious – oblivious to our own ways. We sell like we buy and we think everyone else wants the same amount of information that we want to make a buying decision. Both of these advisors probably gave the presentation in the same manner that they would have liked to have received it. That’s where many salespeople get into trouble.

Become Conscious

Some prospects prefer to evaluate products and services at a high level. They care about the big picture, the bottom line, end results, and return on investment. They’re not interested in the details to get there. It’s painful to them. They don’t have time. Show them the results they can expect and let them ask questions to fill in the blanks.

Others won’t make a decision without understanding every single detail. They review every aspect of a project or program. They need details of the details. They want to read the user manual and the assembly instructions before they buy. They want a demonstration and would love a thirty day trial.

One question you might consider at the start of a conversation is this: “Mrs. Prospect, as we move forward, do you typically like to approach things from the 30,000 foot level or are you one who prefers to really dig into the details?”The answer to this question lays the foundation for how you can approach this sales conversation. 

At Sandler Training Trustpointe we help our clients become aware of how they sell and others buy. To learn more about big pictures, minor details and becoming aware in your selling process contact Duane Weber at 317-845-0041 or dweber@sandler.com.

Did I mention, “A 100% correlation?”