For some salespeople, selling is like… going to war. The customer is an adversary that must be beaten to close the sale, even if it means being aggressive. But what is the best approach to take? Is aggressiveness in sales really a good thing for closing a deal?
To get what they want, some salespeople can be prepared to try anything, even if it means bullying their counterpart. They use the energy of aggressiveness to interact with others, build relationships of domination to control and impose. In fact, this type of salesperson will be successful in closing sales. However, an agreement extorted by force or manipulation will degrade the business relationship with the customer and undermine established trust. During the meetings that follow (if there are any, because this kind of behaviour can terminate any discussion or future relationship), the injured customer may refuse to make any compromise. So it is questionable whether knocking out the customer to achieve your goals is actually a good way to proceed. If it means sacrificing your relationship with the customer, is it worth it?
Replacing aggressiveness in sales with assertiveness.
Persuading your customer doesn’t mean having to be on top, and doing business is not a test of strength. Instead of seeing a customer as an adversary, he must be regarded as a partner. Business success is built on “win-win” relationships.
The best salespeople are above all excellent communicators. Thus, even when the situation is difficult, they communicate with assertiveness. This term means the art of passing on a difficult message without being passive, but also without being aggressive. It means being able to express your thoughts honestly, directly and correctly. This behaviour means respecting the thoughts and beliefs of others, while defending your own.
When using this approach to selling, it’s important to prepare your pitch to be able to present without hesitation the points that could raise objections. In this way you will set out your convictions while respecting those of your customers and keep calm.
By displaying openness and respect for your prospect or customer, you will build a relationship of trust with him. This behaviour will let you express what you have to say, while remaining very attentive to his point of view.
To conclude, instead of being aggressive, be persuasive! Selling is an art. A bit of firmness, a bit of passiveness – the key is finding the right balance.