Ten Rules for Ethical Selling, #4: Never Decide for the Buyer

Obviously, it’s the buyer who decides to buy. For a seller to make the decision would be all kinds of wrong – as well as practically impossible.

We don’t get to tell people what to buy and when – all we can do is offer help in making a decision. Facilitate, you know?

Problem is, it’s really easy to communicate the opposite, and when we do, the buyer runs for the hills.

A buyer – anyone, really – subconsciously is always scanning the environment for anything that could end up being a threat. That’s the protection our lizard brain gives us.

And in that hyper-alert mode of perception, which is active 24/7, anything that could potentially one day become a threat is instantly and automatically classified as ‘Threat. Avoid’.

Now what’s the things that’s most threatening to anyone?

Having our autonomy taken away. It’s one of the worst things that can happen, to not be free to do or be who we are.

And the moment we show up with a ‘well this is what you ought to do’, in whatever variation, that subconscious bodyguard of us asks ‘Yeah but wasn’t it us who runs this show? Why is someone telling us what’s best? This can’t be right. Avoid’.

And there goes another buyer, suddenly nowhere near as bought in to getting your thing as before.

All it takes is the impression that autonomy is being threatened, and the impression will be treated as if it were an actual threat. The other can’t help it.

So if you want your enrollment to be ethical and effective as well, rule #4 of ethical selling is:

Never decide for your buyer.

And, be hyper careful to not even allow that impression to exist – in fact, actively seek to have it known that any decision made to get started and buy, is not yours to make.

At most, you can decide to *not* work with someone if you feel it’s not the right fit, but that’s all.

The ‘yes’ is the buyer’s choice, so make sure they know that you mean that.

As a result, people enroll themselves – no persuasion required.

Cheers,

Martin


Also published on Medium.

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