Selling Versus Buying
Imagine entering a store to buy a TV, but having limited knowledge about what’s available. A clerk asks: May I help you? Despite desperately needing help, the most common answer is: No, I’m just looking. Why do buyers respond this way?
– They distrust people who haven’t demonstrated they are different from the negative stereotype of salespeople.
– They don’t want their decisions influenced by sellers who may not have their best interests at heart.
As with air, water, food and shelter, humans have a desire for control. When buying, people are in control. They set a budget, decide what their needs are and take action to satisfy those needs. It feels good! Being sold means someone is attempting to convince, persuade, or influence your decision. Buyers often feel they are being manipulated or taken advantage of. Selling in these situations is perceived as something that is done to buyers, not for or with them. When being sold, buyers feel pressured.
Most buyers prefer buying versus being sold. I welcome your comments on two questions reflecting your experiences as a buyer or seller:
1. What behaviors reinforce the negative stereotype of salespeople?
2. What can be done to allow people to buy?