8th August 2012

Unmasking the ‘People-like-to-buy-they-just-hate-to-be-sold’ myth

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Paul Lanigan , #Paul Lannigan #Buying and Selling

I love weekends. Friday evening is my favourite time. It’s the combined sense of relief from knowing the working week is done and the anticipating of what the rest of the weekend has in store. No more calls to return, my family are all together and we have two whole days to do what we want with them. You see, the weekend for me is about doing what I want to do. That includes ‘nothing’ if that’s what I want.

I have only one fear about the impending weekend. My fear is that my wife will say to me "Paul, we need to buy (a couch/wallpaper/kitchen utensil/holiday/etc.,) - the actual object doesn't really matter.

You see, I don't like buying very much. For the most part, I'm exchanging something I do value (my money) for an item I don't care so much for.

I recently had reason to purchase a new suit. Now, I’m no Paul Galvin. The sartorial attraction of a lamb’s wool three piece is lost on me. A suit to me is functional. I need it for work. I don’t think I have leapt out of bed declaring "I can't wait to buy another suit!"

Buying a suit is a pain. I have to drive to the shop, browse through a rack full of cloth I have no interest in. I get (semi) undressed, try one on, it's too large so I try another one on. The sleeves are too long. I get dressed again. Select some more and go through the same process all over again. As I fit them on I am reminded how much I need to shed a few kilos that have crept up on me while I wasn't looking. Now I just feel bad.

In your business, how many purchases do you make that you really look forward to?

Buying insurance? Buying stationary? Buying a backup system for your computers?

Buying can be such a pain. The mental dissonance is enough to drive you crazy.

What if I make the wrong choice?
What if something happens and the seller disappears?
What if I find out subsequently that I paid too much?
What if I don’t really need it?
What else can I not afford to purchase if I buy this?
What is the small print like?
What strings come attached?

However, what if someone made the buying process a pleasure?

What if you liked them and enjoyed their company?

What if you really trusted their judgement and advice so that you didn't have to second guess their recommendations?

What if they helped smooth out the bumps and hassles involved in getting up and running with your new purchase?

Wouldn't you enjoy being sold to a whole lot more?

The problem is that, as buyers, we know that while we're busy running our business, the salespeople who call on us are on a sales course somewhere across town, learning to become a trained 'killer'. We see them as vultures sitting on a telephone pole waiting for road kill so they can swoop down and pick on our carcass.

I don't know about you but I hate to be pressured, ignored or techniqued(whats this?). But these behaviours are the preserve of the amateur salesperson. You know the type, the one who just can’t get out of his own way.

The professional doesn't operate at such a tactical, 'I' centred level. The professional knows better. The professional creates an environment in which you want to buy and cares that you enjoy the process. That's why I enjoy being sold to by a professional.

The experience online is the same. I love buying books on Amazon. I get a kick out of browsing the reviews. After I’ve chosen the titles I want I then get to look forward to receiving them in the post.

I also like the "readers who bought book X also bought book Y” feature on their website. Is this being sold to? - you bet it is. But I'm in control and the cross selling is low pressure and I can handle that.

Isn't that the real issue? Buyers like to feel in control and they dislike being pressured.

So perhaps we ought to stop thinking about what we sell and focus more on how people like to be sold.

Tomorrow is Friday. My favourite day of the week is almost here. Maybe this weekend someone will help me enjoy buying. Maybe, just maybe, someone will sell me.

Paul Lanigan