Sales is all about change. You want your sales prospect to change by buying your solution.
How will you facilitate that change will speak to your sales success or failure.
Facilitate is an incredibly powerful word and one that many salespeople tend to ignore. The roots of facilitate are Latin in origin (facere) and translates as “to do” or “to make.” From facere, the word evolved to “facilis” or translated to “easy.” In other words, facilitate is simply “to make easy.”
How can you as a salesperson make the change transition to buy your solution easy? Does this question change how you think about sales obstacles?
Aren’t sales obstacles resistance to change? Possibly you viewed sales obstacles are objections to your solutions? Yet if you dig a little deeper, they are objections to change and with that change is a lot of angst.
Sales stalls are the surface angst to change. These are usually easy to see and with a little practice can be turned into real sales objections which are deeper reactions usually negative to change.
When we understand we as salespeople facilitate the angst of change, we can then also increase our emotional intelligence because we are now even more aware of the emotional exchange happening or not happening between our prospects and ourselves.
There is enough research about how people react to change. A good read is Change or Die by Alan Deutschman to understand the far reaches of change. Our experiences many times reveal change is good, you go first.
The angst of change helps also to explain why some people are risk takers. Their angst is far less than those who are reluctant to take risks.
And as we enter sales conversations with the goal to make this interaction as easy as possible for the sales prospect, we indeed differentiated ourselves from all those other grays suits.
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