Sell Against The Cost Of Doing Nothing

A well-trained sales staff can do amazing things to bring mutual value. And value can be shared in any selling engagement, even small ones. We arrived last night in Cabo San Lucas, ready for a short weekend in the sun and sand. The first stop was the airport Hertz counter, where we were met by a sharp young guy who asked for my license. That’s when the exchange of value started to happen.

He could have immediately told me what to buy, like upgraded insurance, but he didn’t. Instead, he began to ask me questions. His first was, “You’re from Los Angeles…have you driven into Mexico from there?” I said I had. He continued, “You’ve paid for the additional Mexico coverage then, required of all US auto insurance companies.” Without waiting for an answer, he said, “You’re familiar with road conditions and driving in Mexico, then. Tell me your concerns about unexpected costs while on your trip.” In a couple of sentences, he got to my cost of doing nothing; increased financial risk, anxiety. He zero’d in on exactly the place where I was ready to exchange value (money) for value (comprehensive insurance on my vehicle, a relaxing time in Mexico).

He upsold me on the insurance, of course. I felt good about the decision.

The human brain is like a rowing machine; the more you push, the greater the resistance. If you help your customer come to their own conclusions with excellent questions, they will not only buy more often, but with a greater understanding of the exchange of value. Your customer rarely argues with their own conclusions.

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