Forget about trying to “sell” your product or service and focus instead on why your prospect wants to buy. To do this, you need to get fascinated with your prospect; you need to ask questions (lots and lots of them) with no hidden agenda or ulterior motives.
There was a guy who was selling CDs at a music festival. It didn’t take him long to figure out that it wasn’t his job to sell the CDs-it was his job to get the earphones on every person who walked by the booth!
He noticed right away that whenever people sensed the he was attempting to “sell” them a CD, their walls of defense immediately went up and they did everything in their power to get as far away from him as they could.
So instead, he made it his job to introduce new music to anyone who wanted to put on the earphones. Once they heard the music, they either liked it or they didn’t. He didn’t do any “selling,” and made more money that week than any other weeks before. And that’s when he got to know enough about human nature and understood that sales resistance is by human nature: The act of selling creates the resistance!