Possibly you read this headline and thought I was speaking blasphemy. What do you mean educating will not increase sales? All those sales experts provide advice about educating your customers. What about education based marketing?
Before your head potentially explodes, let me explain. Sometimes in order to sell our solutions (products or services) we have a tendency to over educate our sales leads. We give them way too much information. By over educating, we can potentially lose the ability to increase sales.
What would happen if you in educating your customer told him or her only what he or she needed to know? Just answer the question with a little education instead of reciting the Encyclopedia Britannica.
Thousands of leadership to sales blogs are written each day with the goal to educate the reader and hopefully all the education will entice the reader to pick up the phone can make that coveted first contact. So how is that working for you? Do you find all this educating has achieved your goal to increase sales?
For example, yesterday I received a sales referral. In speaking with the sales referral, she shared some personal information including the absence of a will by her father. She is looking to move to Arizona. I told her Arizona believes you know the inheritance law that being without a will your estate goes to AZ and AZ determines who gets what. The sales referral truly appreciated that education tidbit.
When we actively listen, we can educate discreetly or even indirectly without engaging in telling ain’t selling sales conversations. Additionally, we are not over educating, giving away our solutions. Why would people buy your solution when you just gave it away in your educating interactions from sales conversations to social media postings?
Yes telling ain’t selling is very true. Educating, too much of it, ain’t selling either.
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