Being “in sales” often carries a negative connotation from an outsiders perspective. If you dig into the details of what’s at the core of the role- you can begin to understand why.
- Humans don’t enjoy being pushed or convinced to do things they are uncertain about; especially with people they don’t trust or have rapport with.
- People tend to dislike letting others down. To say NO and reject someone can feel uncomfortable and awkward- thus, the average person chooses to avoid talking to sales people altogether.
In my experience in both sales, and sales management- the concept of selling with “indifference” (when applied correctly) can be one of the biggest drivers to success and completely turn notions of salespeople being “pushy,” upside down. Furthermore, it can lead to greater sales performance, stronger relationships with clients, feelings of more control, and less overall stress in your work.
I believe you can still be a solid sales performer without the skill set of selling with indifference. Michael Jordan without a mid-range jump shot still would’ve been an effective player, but he would’ve been missing a crucial element of what is required to be an elite performer.
What exactly is Indifference?
Indifference as a sales concept means being even keeled irrespective of circumstance, never appearing desperate for a sale. This is not to be confused with feeling indifferent about your job as a whole. It’s simply a tactic used to be more effective within your approach to selling.
In any negotiation, one side always needs the other more. The party in a position of power has leverage, and can more easily influence an outcome. Indifference has the game changing ability to level the playing field from the lesser side and regain some of that power back.
Why does it work?
- It gives prospects an out by putting the ball in their court to make a choice. As mentioned above, people don’t like being pushed. Here they’re actively making their own choice that you’ve shown you’re ok with.
- Humans yearn for what they can’t have. Psychologically playing hard to get exudes confidence, shows experience, signals that you have other options, and demonstrates belief in what you’re doing or have to offer.
- You’re able to detach and move on. Relying on one prospect, putting all of your eggs in one basket can have massive consequences if that specific sale doesn’t work out. Being neutral with the outcome knowing you controlled what you could is a much healthier approach to replicate success and be consistent.
Indifference won’t work if you’re selling from a place of weakness
Putting the concept into action:
- Embrace the mindset of being indifferent. “Act as if” you’re ok with any outcome throughout the entirety of the sales cycle. Even if it doesn’t result in you making a sale.
- Set expectations with your prospect early on. Use phrases at the beginning of your appointment or demo such as “After a 20 minute conversation, one of two things typically happen. First, WE MAY FIND IT’S NOT A FIT to work together and that’s okay. Alternatively, you may see that we are able to help with XYZ challenge and partner together in a mutually beneficial way.”
- Maintain a full pipeline. If you don’t have a next appointment or other prospects who are close to buying from you, you will be forced to operate from a position of desperation because you will truly need them more than they need you.
- Use the right language and tone. Project confidence, calmness, and be concise in your words to avoid over selling or convincing.
I would challenge anyone in sales to empower themselves by using indifference to their advantage. To truly see tangible benefits, commit to using this approach for a defined period of time (one calendar month, one quarter, etc) and track to measure your successes and wins along the way.
Happy Selling,
David
Payment Lynx Daily 