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Topics Covered: <a href='/resources/search/?query=Lead Generation'>Lead Generation</a> | <a href='/resources/search/?query=Sales'>Sales</a> | <a href='/resources/search/?query=Prospecting'>Prospecting</a> | <a href='/resources/search/?query=Closing'>Closing</a> | <a href='/resources/search/?query=B2B'>B2B</a>
Sales Strategy
Mark Hunter lock
First off, let’s lose the mindset of “asking” for the sale. Mentally, I feel this sets us up for failure. In my mind, I’m going to take one of two approaches.

The first approach is the one I like best for B2C. “Invite” the customer to purchase. The second approach is for B2B, where my favored style is to “tell” the customer what the investment is going to be.

Let’s break these apart. In the B2C situation, inviting the customer is similar to inviting someone to a party. You’re inviting them to partake in something they will enjoy. Customers don’t want to be “sold.” In fact, the days of hard sell closing tactics are long gone.

Customers are smart. They are wise about the methods salespeople use, and when they feel they’re being “sold,” they shut down for fear the salesperson will take advantage of them.Now, let me share my view of making the sale in a B2B situation. First, we have to recognize something – businesses don’t “purchase” anything. (For that matter, neither do consumers, but more about that later.)

Businesses don’t “purchase” anything because everything they supposedly “purchase” is helping them accomplish something.   This is why I say businesses don’t purchase anything, but they do “invest.” A business will invest in anything as long as they see a return on their investment.

Investing rather than purchasing pertains to everything a business buys, regardless of how they use it.

You might think they’re “buying” office furniture, but they’re “investing” in office furniture because they need to maintain productiveness in employees. Those productive employees eventually make the business money. You can replace anything you want, but it’s the same – businesses invest, they do not purchase.

When looking to close a B2B sale, we need to frame it in our mind and ultimately the customer’s mind that the investment they’re going to make will accomplish the return on investment they expect.

Customers don’t oppose buying because your price is too high; they resist because you haven’t created enough value in their mind to allow them to see the return on investment.Let’s use the same “investment” approach to a B2C sale. Yes, it holds true here too. The only difference is many times the return on investment is an emotional benefit in the mind of the customer.

They are investing in that emotional gain, whether it’s security, relief of pain, enjoyment or a host of other feelings. They aren’t buying. They are investing.

You ask what is the right way to ask for the sale? It’s simple: You either “invite” or you “tell” by showing the return on investment the customer will receive.

Originally posted on

About the Author
Mark-Hunter-Keynote-SpeakerMark Hunter is a speaker, sales trainer and author of High­Profit Selling: Win the Sale
Without Compromising on Price
. He has 18 years of experience in the sales and marketing divisions of three Fortune 100 companies, before he became an independant consultant. He is for his recognized  cutting­edge thought leadership, entertaining value and actionable strategies.

Disclaimer: The views and opinions expressed in this article are strictly those of the author. CPSA does not endorse any of the companies, products and services mentioned within this article.

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