BIRMINGHAM, Ala. — In the June issue of Water Technology, Brisk CEO Hampus Jackson talks in his article "The modern face of selling," about how the selling environment has changed over the years, and how customers’ mindsets have changed toward sales pitches.

Jackson says that because people no longer want to be sold, salespeople must get away from traditional sales pitches in favor of educating their customers. He asks, “Currently, the job of selling is stuck between marketing and customer service. With this in mind, what is the best strategy to establish a better sales cycle that will engender customer loyalty and significantly impact a company’s revenue?”

For Jackson, the answer is found in taking several steps to get off the sales-only box.

  • Remove the sales wall — Combat negative reviews by understanding what a person needs, and only selling products and services that meet those needs.
  • Be frank with customers — People are knowledgeable about the market more than they were in the past. Help them understand what value you bring instead of trying to convince them to purchase your product.
  • Align customer support and sales — The overlap between these two roles is important to serving the customer in the best possible way, notes Jackson. The customer should receive support until he or she is ready to buy, and then the salesperson should enter.

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