Sell advisedly, not with pressure.
This question was rotated in my mind probably one year ago. I am a not big fan of pressure of every type of activities because I’ve been worked previously where everything must be accomplished with pressure. But, when I talk with some people with experience, they tell me that every sale that they made must be made with constant pressure of the potential customers.
On the other hand, if I take the place of the potential customers, I wouldn’t like to be on constant pressure.
Selling With Pressure
What is the process of this selling technique?
We have potential customers. Let’s say that we targeted some potential customers and with our marketing and selling technique our job is to transform that potential customers into real buyers. That transformation is made by pressure on the decision making process of potential customers.
What the pressure mean?
I will use a physical definition of pressure from Wikipedia:
Pressure is the force per unit area applied in a direction perpendicular to the surface of an object.
In this physical definition what I can extract for this purpose is:
- Pressure is a force. In business vocabulary this is marketing and selling force pursuant to marketing and selling activities of the business.
- This force is applied to the surface of an object. This is important part. The object in our case is the potential customer and surface of that object are human senses for hearing, sight and touch.
With this selling technique business uses different marketing and selling channels to make a pressure on the potential customer senses.
What Results Can be Achieved?
Because with the pressure potential customers will be constantly bombarded through different media (as a phone, mail, e-mail, TV, radio…) they can make two decisions:
- Become a buyer for the purpose to escape a future pressure. This is not so probably. If they feel the pressure, they will not be friendly to the businesses that make that pressure to him.
- To find the ways to escape from the pressure. They will block and not answer the phone calls, they will change the TV channel, they will pay less attention for mails in their mailboxes, they will not open and will delete unwanted e-mails…
In these days when customers are more cleaver, and they use different technology to escape different pressures from different business the second decisions will be more probably. Who want a pressure? Probably, nobody wants pressure.
My Recent Experience
I want to share my recent experience when I must decide what technique to use. I was contacted from one potential customers about my services for their business. They come to my office, and I give him an offer with different services and prices. When we finished the meeting, they tell me that they will think about our offers and will contact me if they choose to use one of my services.
After one month, my business partner tells me that we must to call him, or send e-mail because they cannot decide to buy if we don’t bother him. I don’t want to go with the pressure technique of selling and continue to wait for the answer. In that time, one of my clients are seen by that potential buyer, and he was asked about what is his experience from working with me. The testimonials from my current client were crucial that potential client to become my buyer.
What Was the Process
- First they found me somehow and contact me.
- I give him offer where I put my claims.
- They add on my claims (offer) credentials from my current client.
- They decide to buy my services.
Get found from potential customers is most important part in this process. These are inbound marketing techniques for which I write in Inbound Marketing – Marketing for Today and Future. They found me probably from my blog on Macedonian language (Pretpriemac).
You must give your claims that are what you promise that you can do. But, the claims are not enough for today’s customers. They need credentials that are simple proof of your claims. Without credentials probably they will not decide to buy from my business.
Yes, this is a simple but very powerful process: to get found, to give claims and credentials and wait for the answers.
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