Sales Tactics: Are They Just Sophisticated Bullies?

There is a common belief that salespeople are just sophisticated bullies, manipulating customers into making purchases without their full understanding. However, the reality is more nuanced, and the success of a sale often hinges on the salesperson’s knowledge and the ethical approach they take.

Understanding the Salesperson's Role

Not all salespeople are bullies. Their primary role is to sell a product or service, and in most cases, their expertise is admirable. Technical products, however, often require a deep understanding of their features and benefits. Without this knowledge, the sales process can turn into a disaster, with the wrong products being sold to the wrong people. It is crucial that a salesperson knows precisely what they are talking about to avoid misleading their customers.

Manipulation vs. Effective Selling Techniques

Salespeople are trained in various techniques to guide customers towards a decision. While some of these techniques can be effective, excessive use of manipulation can turn customers off. For instance, a sales trainer might guide a new salesperson with subtle interrogation techniques, such as,

“Your family is important to you, aren’t they?” “Is it important to protect them?” “If I could show you a way to ensure they can breathe free of allergens…wouldn’t you want to take advantage of that?” “Would you be willing to spend 10 minutes with me to save 10 on production?”

These techniques can be useful if used moderately. However, a long series of such questions where the customer feels there is no escape leads to bullying. As a salesperson, one must be mindful of the customer's reaction and handle the conversation with respect and empathy.

Personal Experience with Sales Tactics

A personal experience I had early in my career as a salesperson illustrates this point well. During a role play with a sales trainer, I learned about techniques designed to lead the customer down a path. Although the technique worked, my reaction was not the one the trainer expected. She had aroused my ire, and I felt a strong sense of injustice. I quietly fumed during the conversation. Despite this, I became one of the top salespeople in my company. However, I chose not to use such manipulative techniques in my sales strategy, opting instead to focus on building genuine rapport with my clients.

The Role of Customer Service in Sales

Salespeople often get caught up in the transactional aspect of their work. However, incorporating customer service into the sales process can help build long-term relationships and trust. For example, in telecommunications sales, our goal was to provide a solution to our customer's problems. We ensured that our customers were aware of any issues beyond our control and communicated these early.

An important lesson I learned was that transparency and early communication are key. When something unforeseen happens, it is better to inform the customer promptly rather than waiting until the last minute. This approach helps the customer feel less let down and more appreciated. For instance, during a move, I arranged for dual services at both the old and new locations to ensure no calls were missed. This proactive approach not only resolved the issue but also earned me a lunch with grateful customers who appreciated my effort.

Conclusion

Sales tactics are not inherently bullying. They can be effective when used ethically and with a focus on customer service. By understanding the customer's needs and maintaining a transparent and respectful approach, salespeople can build trust and long-term relationships. While some techniques might be manipulative, the best salespeople are those who prioritize honesty and customer satisfaction.