Why is it used car sales people and insurance reps get such a bad rap? Is it the clothes? The hair? No, it's probably because they have the reputation of "selling" people.
Merchants, just like consumers, like to shop and purchase, they do not like to be sold on a concept or product. They like help in their purchasing decisions, they like guidance when choosing between two companies or two service offerings. What they do not like, and what will lead to a lost sale, is to be told how to spend their money, how much to spend, or where to spend.
The purchasing process should be controlled by your prospect. It is the sales professional's function to assist in the buying decision, offer data to help make the decision, and allay the fear that arises when change occurs. The key is it is the propsect's decision, not the sales professional's.
When you great your next prospect, remember that you don't need to sell him or her, you just need to offer information, answer questions, and guide the purchasing decision. Not only will you get the sale, you'll get good word of mouth as well. The merchant will feel that he made the purchasing decision and will be anxious to share with others just how smart he is to have purchased from you.
