Of course, when I use the phrase ‘no one’, someone will object. I hear it all the time “People love to be sold to”. “I like being sold to”. “People don’t like to buy; they like to be sold.”

And, of course, there is no set rule for every person on the planet. I am sure there are people who love being sold stuff. It's usually the ones that enjoy getting excited, whipped up into a frenzy by the energy and wordsmithing of a charismatic, persistent, polished salesperson.

I remember times when I was a kid, going with my parents to one of those Home and Garden shows or the Camping/RV shows – the ones they have at the county fairgrounds. We would walk up and down all the rows of exhibitors. I would fill a bag like it was Halloween, full of samples or brochures of things I absolutely no idea what to do with. But hey – they were handing them out and I accepted it!

My mom would enjoy the booths where they had an As-Seen-On-TV type informercial carnival barker, with one of those little wireless mics around their ear, pointed at their mouth so they could project their excitement around whatever they were hocking from the booth. Maybe it was a new set of amazing, revolutionary cookware. Or lock-tight containers. Or cleaning products where they would demo for the crowd that gathered exactly how it would get that red wine out of your carpet.

The audience would be enthralled; it was like watching a show where you could also win a prize. And by win, I mean buy. And by prize, I mean something that I saw repeatedly would be taken home, used once, and never used again (like the tortilla warming blankets that go in the microwave that my mom bought). Not always that the product failed to do what was promised by the loud man in the tiny corner booth, but because it wasn’t needed.

It was wanted in a ‘this seems cool, I am sure we could use it’ kind of way. But definitely not needed. This, and the informercials on TV, or the QVC channel, are all experts at selling someone something. With hype, excitement, and charisma. With emotion and then logic and reasoning (“Just think of how many times you try to warm tortillas in your oven, and they get burned! No more wasting money!”).

Of course, there are people who enjoy being sold to. It’s exhilarating. Until it wears off. And the buyer’s remorse kicks in. When you get home, and you think “Why did I let that street vendor talk me into buying this rug? I don’t even like rugs!”

True Sales Professionals

True professionals would never use that approach and mindset that their job is to sell and that people love to be sold to. They know better than to rely solely on the intersection of charisma, persistence, and gullible people. Or the fascinating intersection of manipulation (tricks and lies, exaggeration, gift-giving), manipulation (bribery…’special pricing’), and manipulation (scarcity, fear-mongering, flattery, guilt).

They know that people prefer to buy. To ‘buy’ is to be in control of the process and decision. To make it for the right reasons (their own reasons) with both emotion and logic. In a way that leaves a lower amount of buyer’s remorse [Note: there is always buyer’s remorse, after any considered purchase. Topic for another blog].

Salespeople who use telling about the product or service, with the intent that if they tell the prospect enough of the right things, they will get them to buy – aren’t taking the right approach for long-term success.

Conclusion

Got a set of As-Seen-On-TV copper pans, or carpet stain removing chemicals, or a timeshare that someone ‘sold’ you that you are still happy with the decision? Guessing 8-9 out of 10 people would say no. There is always that one who loves to be sold to. But can you build a successful, scalable professional sales career around that?