In Sales Training

Donald Kelly, Building ValueI want to share with you an experience I had when I was shopping for a computer monitor over the weekend. And this salesperson who approached me was probably a fan of Glengarry Glen Ross’ Always Be Closing!

Things he did wrong:

No questions were asked about how he can help me with. Anyway, I just went with what I wanted.

Then the salesman simply pushed their promotion for me to sign up for a credit card but that was a total turnoff because in the first place, I didn’t need that.

He didn’t dive into questions to find out what I really needed. There was no education on his part. There was no value added at all, but only wanted me to add another credit card to my wallet. Again, it’s what he wanted, not what I wanted.

So when I told him I wasn’t interested, he jumped into offering me a $20 discount, which was a dishonest way of selling.

As sellers, we need to make sure we take care for our customers. How do you make sure you’re bringing value to the table?

Principles I want to underline when you’re selling:

  1. Seek first to understand than to be understood.

Go into the prospect’s shoe and go into their situation. Understand their challenges. Realize that prospects are now more educated when they come to the table. Do not push your own agenda.

  1. Your Call-to-Action:

What can you do to add more value? If you were to offer a promo such as a credit card, you could approach it in a way that you tie it into the needs of the customer.

Do you have some tips related to customer-focused selling? I’d love to know more about them!

Today’s Major Takeaway:

Give your customers what they want and not what you want to sell them. Do this and you will always get what you desire since they will know, like, trust, and love you.

Episode Resources:

Say goodbye to long, boring proposals and check out PandaDoc. Create electronic proposals to your prospects. Sign and receive payments without leaving your CRM. To get a quick demonstration and a free trial, go to

What do you like about our podcast? Kindly leave us some rating and/or review on iTunes. This would mean so much to me.

Donald Kelly, PandaDoc


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