In selling dont try to be what you are not ...

A lady wanted a new car and she liked sports cars so she went to a dealer to check out a BMW.   A young guy came over and started following a "checklist".  Evidently "qualify your lead" was first on his list but that didn't go well for him so he moved on to "determine customer needs" and started asking about what we were looking for in a car. Without being rude the lady asked a few questions he struggled to answer, probably because he kept focusing on re-engaging his training and reclaiming the sales high ground. Then he did an unusual thing. He stopped talking, took a deep breath, and said, "I'm sorry. I really suck at this. Wait here and I'll go get someone who can actually help you."

The lady melted and said; "No, we don't need anyone else. You're doing fine. Hey, tell me; have you driven one of these?". "Oh yeah," he said, visibly brightening. "They're really fast... and I probably shouldn't say it but they handle better than an M3." Then he glanced around to make sure no one was nearby and said, "Even if you don't plan to buy it you should at least drive one. They're a blast." . Know what, she bought one. 

Where did he initially go wrong? He let training turn him into the salesman he's not. He tried to become a qualifying, relationship building, features and specifications spewing, commitment gaining closer. In the process he gave up his biggest strength. He stopped being himself, a young enthusiastic guy who loves cars.


Say you're naturally introverted; don't try to become extrovert.  For most sales, listening is more effective than speaking.

If you're perceptive and have good instincts, don't get locked in to the qualification process.

If you're naturally casual and chatty, don't try to be professorial or authoritative. Speak the way you speak to friends (within reason, of course). Be genuine and prospects will respond.

Sound simple? It is... but many people lose sight of the fact the sales techniques they use should play to their strengths. Don't try to be something you're not; instead, focus on being a better, more effective version of you.