Do salespeople have to “give” to “get”?

Do salespeople have to “give” to “get”?

95% of salespeople and sales managers believe salespeople have to “give to get.”

A review of recorded buyer/seller interactions debunks this sales myth. 

Why do we feel the need to “give to get?”

This widely held belief is based on the idea of “qualifying” the buyer. Qualifying is extracting information for the seller’s purposes. There’s a need for reciprocation.

Thus, the need to “give” to “get.”

What’s wrong with “give to get?”

Recordings of these conversations expose that “giving” is really “pitching” which creates objections in the buyer’s mind. You hear sellers trying to be the smartest person in the room, which undercuts rapport. 

“Giving” results in premature presentations that are not informed by a complete understanding of the buyer. The end result is “giving” premature advice and “getting” objections.

Diagnose vs. Qualify

If you “diagnose” rather than “qualify,” you are serving the best interest of both the buyer and the seller. There is no need to add a layer of reciprocation. The act of diagnosing is intrinsically beneficial to both parties. 

A good doctor doesn’t lead with a pitch. If you run into a doctor that leads with a pitch, beware.

Top sales performers vs. their colleagues

The top 5% of salespeople do things differently than their peers. One of the most easily observed differences is the number of questions they ask. Their talk ratios are heavily tilted toward the buyer. 

Most salespeople know they need to ask more questions, but an objective review of their calls makes it clear they know it, but do not do it.

Top sales performers believe: “Get to give”

Since our actions are a manifestation of our current beliefs, top sales performers also do it. When you listen to their calls, you hear buyers who feel understood. The conversation is about the buyer, their unique needs, and their ideas. 

People do not argue with their own ideas, so objections are few.

Learn more about creating proposals and achieving better results in my book Developing Your Sales Team.