We Don’t Want to Be “Sold,” but We Love to Buy by Kay Miller

Photo by Adetunji Paul on Unsplash

I remember a funny story about my niece, Shawna. When Shawna was little, my mom babysat her every Wednesday. Once when Shawna was about three, my mom told Shawna to pick up her toys so they could go to the store. Shawna’s response: “I don’t like to be telled.”  

Shawna’s three-year-old grammar made us laugh—but we agreed she had a point! None of us like to be “telled.” We also don’t like to be “selled.”  

A few years ago, I bought a new kitchen range (stove and oven combination). Some people spend a lot of time researching a purchase like that. Not me. My husband, Steve, and I went straight to Sears (remember them?). 

The salesperson, Gary, greeted us and asked what we were looking for. Steve pointed at me and said, “She’s the decision-maker.” Gary started with, “Tell me what you’re looking for.” He asked what I did and didn’t like about my current range. He continued to ask more questions, which got me thinking about things I hadn’t considered. “Do you normally cook for just the two of you, or do you like to entertain? Would it be helpful to save time on cooking? How about cleaning up?”  

I told him I’d love a gas stove, but we weren’t plumbed for it. He said, “It sounds like it’s important that the burners heat up quickly.” 

None of us like to be “telled.” We also don’t like to be “selled.” 

After I answered all his questions, he responded with, “Let me show you the range I have.” He led us over to the one he owned. (That’s what he said, and I believed him.) It was electric, but he assured us, “You’ll love how quickly the burners heat up.” He added, “It has a convection oven. It doesn’t need preheating, and it cooks more quickly than the one you have. You’ll spend less time in the kitchen, and the kitchen will stay cooler during the hot summer months. (I’d mentioned that I don’t like to use the oven in the summer for that reason.) In the end, Gary added a personal touch. “I’ll throw in a bottle of this ceramic stove top cleaner. Just like you two, my wife cooks and I do the cleaning up. When I’m done, I use this special ceramic stove top cleaner, and I polish it until it shines.” He added, “That can be Steve’s job!” 

“I’ll take it!”  

I didn’t feel like I’d been sold.  Gary painted a picture of exactly what I wanted, and helped me make a great buying decision. Notice that early in this story, I said, “A few years ago, I bought a new kitchen range.” To be an Uncopyable salesperson: make the “YES” the customer’s idea.  

It’s a simple strategy that’s also an Uncopyable sales secret. The best part? By getting more of your customers to buy, you’ll make more sales.  

Kay Miller is an expert on Uncopyable Sales. As the first woman ever hired for outside sales by Amerock, a division of Anchor Hocking, she built her formidable sales career by emphasizing long-term relationships over one-time deals. Kay was later hired by Walker Exhaust, a division of Tenneco and the largest automotive muffler manufacturer in the world. While there, she was named Walker’s Salesperson of the Year, an accolade that earned her the nickname “Muffler Mama.” For more Uncopyable Secrets, order Kay Miller’s book Uncopyable Sales Secrets, available from Amazon, Barnes & Noble, and other fine retailers.