We all say this, “Nothing happens until someone sells something.” I don’t know how many times I’ve used that expression. I was reminded of it reading an article the other day.
I started reflecting on this. It’s natural for we “sales” types to think about this. Our companies can’t build products, offer services, invoice, or get revenue until we sell something.
But on deeper reflection, it really is very self centered, and inaccurate.
Nothing happens until someone decides they need to make a change. This may be addressing a new opportunity, it could be solving a problem. There could be any reason that someone needs to make a change. It’s at that point that things change, so to speak.
The change process means is the start of everything for people who sell. It’s when they want to change, they may begin a buying process as part of the overall change they are making. Until a customer begins a change process, which includes a buying process, we have nothing to sell.
And that’s the mistake too many sales people make. We are “selling,” when the customer has no change process underway. If the customer is satisfied with what they are doing, if they see no reason to change, then however hard we sell, we are wasting both the customer and our time (and creating customer ill will.).
Stated differently, until the customer begins buying, we can’t begin selling! And the customer has no need to buy until they want to change.
But this presents an opportunity, and it has little to do with selling. Selling is about us. But change is all about th customer. And here’s where there’s a tremendous opportunity for those of us in sales.
How do we help the customer recognize the need to change? How do we help them recognize there is an opportunity to do something different? How do we help them recognize there is an opportunity do to something new, address an opportunity, solve a problem?
This is all about the customer.
Nothing happens until a customer decides to change!