And, always in that order.
A potential client will only make a decision to buy, when they are good and ready – and that means, they need to *see* themselves enjoying the benefit of having bought your thing.
That’s the vision element of a sales process: getting to the point where they see the vision you have for them.
But before they’ll buy in to that vision, they need to trust you.
Unless there’s trust, they’re not going to have that vision.
And, in order to gain trust, you need to gain permission first.
Permission to explain, permission to ask questions, and, yes: Permission to ultimately ask for the sale.
And so selling in an ethical way, where you have sales conversations that people enjoy, works like this:
First, you gain permission – to explore their situation, to address objections, to discover what they need.
Do that right, and you’ll earn their trust. Trust that you’re looking out for them, that you’re not just in it for the money, and – very importantly – that your product or service is what they need, and that it’ll solve their problem.
That trust causes people to get curious, to ask you questions, and that builds a vision in their minds.
And once that vision is ready, and they’ve sold themselves on wanting your thing – that’s when you get to ask for the sale, and that’s when they make the decision to buy (or not).
And if they don’t, you graciously accept their no, and you continue the conversation (i.e. you follow up in a pleasant way) until such time that they are ready.
There you go: ethical selling in a nutshell.
Hey, and what if the nutshell isn’t enough for you, but you actually want to get your head around ethical selling, and get really good at it?