Do not give away money: Do not negotiate too nicely!


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According to the motto "Don't bother", many sellers give away hard cash. A seller doesn't have to be nice and kind! A clear conversation structure, a firm demeanor and honest communication bring more. Namely sales.

Do not give away money: Do not negotiate too nicely!


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Oliver Schumacher Oliver SchumacherOliver Schumacher is sales trainer and speaker.

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More positive self-assessment necessary

Who has not experienced a pushy salesman who simply adds his counterpart? One who was annoying and just did not want to accept that you do not want to do business with him. No salesperson wants to be like that himself.

However, many tend to judge themselves too critically. The danger is great that a salesman with this self-image thinks he would be too intrusive, if he would ask specifically for the order or even an appointment.

The Love Seller Trap

Unfortunately, for these reasons sellers often go too fast into the reserve and remain in a passive role. They are waiting for the customer to become active on their own and to buy or even buy more.

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"I don't want to be pushy!" slips on the lips of many quickly if they fear that they may have annoyed a prospect or even their customer with a brazen demeanor. At the end, they hardly come with it. Instead of making sales, they get stuck in the Lieb seller trap.

change of perspective

Of course, the customer has a differentiated perspective: what does he expect from a salesperson? Of course, that he has a good offer in his pocket and offers him this too.

That he shows him cheap ways that he wants to continue the business relationship with further degrees. Finally, he has arranged for an appointment or called. The customer rightly expects the seller to actively approach him. At the same time, he wants to feel that he is working well with him.

Speech is silver, the graduation is golden

A little talk is part of it, but only exchanging pleasantries can not be the main purpose of a sales pitch. Otherwise, the customer perceives the seller only as nice types. If the seller does not go on the offensive, he steals the customer only his time.

The same applies to the immediate withdrawal on the first no, instead of an appreciative resistance. If the seller just occasionally searches the conversation to “maintain” the relationship, but does not force a purchase to be concluded, something is wrong. Such seller-customer relationships then vegetate for a long time without ever generating sales.

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A seller has to sell

But how can a seller protect against falling into the love seller trap? Or is she already snapped? A small customer analysis quickly reveals where sales are made and where there may have been downtime for some time.

In addition, a critical and, above all, honest look at one's own behavior is indispensable. Above all, he must recognize and accept that selling is his main task. There must be a clear goal before every customer conversation. What do I want to achieve in the conversation? Proven in practice has a maximum goal, complemented by one or two withdrawal goals.

Binding language gives security

With the right words, sellers can achieve a lot. The way a salesperson speaks can decide between selling or not selling, between sales or loss, between success or failure.

The best way to reach your conversation partner is to have a confident and committed language: clear and clear, but still open and in partnership.

Practice creates masters

The customer just likes it. As soon as he cannot follow the seller, he becomes skeptical and no longer listens properly. Avoid “technical Chinese” and too many foreign words. Linguistic softeners such as “actually”, “maybe”, “could”, “should”, “should”, which are often used, are better removed from the vocabulary by the seller.

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It is helpful to first practice verbal formulations and to formulate them in writing. Due to frequent repetition, they will soon find their way into the normal active vocabulary and will be available for the successful sales talk

Cleverly asked, is half won

Who asks the right questions directs the conversation, gathers information and shows competence. The customer gets the opportunity to talk about himself, his motives and wishes. The seller can then align his choice of words then. To find out if you are (still) on course with the customer, opinion questions help:

  • What do you make of it?
  • How do you find that?
  • What experiences have you gained?
  • Also a unique order request is allowed.

Because only the acceptance of an offer makes the transaction a purchase. In order to accelerate this, friendly final questions are by no means intrusive: “What do you think of it if you simply try out 10 units?”

The way to the goal

As so often, it is the golden mean that leads to the goal. For the seller, this goal clearly means making sales. The spoken word is an effective means to reach the customer, to give him security as well as to evoke good feelings.

But neither triviality nor too many words have a sales-boosting effect. If, on the other hand, it is possible to communicate a clear idea with benefits for the buyer, this will also be reflected in the order book. Because: dear sellers come to heaven, eloquent make sales.

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  1. Alex Hurban

    The emotions can play a sales pretty bad!

  2. Marc Tovmasyan

    Really great site!

  3. Holger Prieske

    I was just 3mal in a kitchen lesson, and have not been able to watch the show for more than 10 seconds.

    Sellers are sometimes annoying.

    That a customer buys something without a seller, wants to prevent that in any case. Seller interests are not always corporate interests.

    • Simone Janson

      Thanks for your comment as always.

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