The Art of Selling Without Selling


The Art of Selling Without Selling is a concept that I formulatedfor business purposes that obviously stems from Bruce Lee’sphilosophy and concept of the art of fighting without fighting which he uttered in the martial arts classic, Enter the Dragon (1973).

The Art of Selling Without Selling (TAOSWS) is basically usinguseful information and specialized knowledge to simply informand educate a person and for their own good, whether they purchase your product or not.

You’re simply giving the person enough useful information andknowledge to the point that the person feels empowered through the receiving of that useful information and knowledge you’re sharing with him or her. In addition, you’re also building trust in the potential customer or client which is also very important.

I’m specifically using the term ‘useful’ here (and supra) because all information and knowledge is not useful. It is only useful information and knowledge that is beneficial to us. So that’s what we should be seeking and acquiring and/or sharing with others (potential customers/clients) - useful information and knowledge.

Unlike regular selling, or direct selling, where by you have aspecific intention in parlaying useful information and knowledge, and that intention being to make or close a sale, with the Art of Selling Without Selling (TAOSWS), your intention is not to first make or close a sale, but to inform and enlighten the person (prospective customer) and with useful information and knowledge. This is your primary intention under the philosophy TAOSWS.

To the regular business world and especially the field of selling, this concept will be seen as very foreign, very unorthodox, but you have to remember, so was Bruce Lee’s philosophy of Jeet Kune Do and you see where Jeet Kune Do ended up and also what it did for its founder Bruce Lee. So don’t worry about the concept TAOSWS being foreign and unaccepted by the business world and sales profession at large, early off. People are always resistence change. First, they reject it. Then, they ridicule it. Lastly, they accept it. This is how it goes with people, so don’t worry about using a new concept and if it will be accepted. What matters most is its efficacy. It’s effective and that’s all that counts.

When you inform and impart useful information and knowledgeto a person about something for his/her own good, you have just empowered that person and this includes empowering that person to make a choice to do something that is good for him orher, like purchase a product or products that actually help that person (by improving his or her health and wellbeing).

And because people will come to trust you as a reliable source of information and as someone who cares about them and whohas a genuine concern for their wellbeing, they’ll choose to buy from you and consistently, well, if you’re offering a good product or service.

When you have a good product, all you have to do is sell it aninitial time and after that, the customer will come back for it on their own. Good products speak for themselves and that’s whyit’s very importan to sell good products and/or services and ift hese good products and services just happen to be products and/or services that people need, you’ll keep customers or clients coming back to you or your business for more. Guaranteed!

You’ll never feel like a failure using the philosophy TAOSWS if a person leaves your store without making a purchase that day. Why? Because your PRIMARY motive and intention in the firstplace was to impart knowledge and information, and you did this regardless of not making or closing a sale.

But the great thing about TAOSWS is that 90% of the time you’re going to make or close a sale because the person is empowered and excited on the spot. It’s the information and knowledge you have conveyed to the person that actually makes or closes the sale.

And people actually respect this and they now want to support you by patronizing you as a way of saying ‘thank you’ for the knowledge and information you’ve freely shared. You weren’t just trying to get money out of me, is what the person is feeling and thinking. You actually care about me and even if I don’t spend any money with you or your establishment.

This makes people feel good, genuinely good. It is an established fact that people are more apt to buy or make a purchase when they feel good, and you are helping people to feel good, just from imparting useful information andknowledge. Usually a sale will follow because the same principle of Matthew 6:33 applies here with TAOSWS: “seek ye first the Kingdom of God (and God’s righteousness), and all things shall be added unto.” Well, seek ye first to genuinely impart or share useful information and knowledge and all sales shall be made by you.

The reason why nine times out of ten you’re going to make or close a sale (as a byproduct action) after applying the TAOSWS is because when people step into a store, they have an interest inbuying something. This is especially true of people who intentionally travel to your store. These people are coming with the intention of buying something.

Now on the other hand, walk-in potetntial customers are different. These people may simply be curious as to what your establisment is selling or has to offer. Using TAOSWS on these people is really effective, because they leave with somehting they didn’t have before walking in: useful information and knowledge. And because of this, there’s a 50/50 chance of the person returning and becoming a customer.

If you can make a lasting impact on a person, they’ll remember you and come back to your business or place employment and make a purchase.

People who can articulate information and knowledge well while simultaneously motivating and inspiring, and being professional and friendly are more apt to make or close a sale toa prospective customer.

Articulating information and knowledge well while motivating and inspiring while also exuding a sense of self-confidence are the greatest tools at your disposal in making or closing a sale inthis cynical day in age.

When you articulate well, are knowledgeable about a product and/or service (in addition to your profession), can motivate and inspire, exude self-confidence, and are professional and friendly, you have it what it takes to be a master sales person.

The best sales people are those who don’t buckle when presented with the tough and challenging questions. When you can respond with ease to the tough and chellenging questions, then you really win people over, especially their trust in you. Like is said: knowledge is power.

A powerful salesperson is a knowledgeable salesperson. Their power comes from their knowledge and knowledge base.

Many people who are perfunctory at selling fell into the job (ofselling) or don’t realize that selling is their job. Since they weren’t trained to sale, they do what comes naturally: regurgitate the same stuff they had people do to them over the years. They usually lose the sale because they are unfocused and have no consistent process. This is why traning your staff insales and about your premium selling products is important. Your staff is your most important ally in business and is your staff that will hold on to existing customers or clients and capture new customers or clients.

The greatest sellers sell from the heart more so than the mind, though it’s important to sell from both. It’s one thing to speak about something you have learned, something you have read, and another thing to speak about something you’ve personally experienced. This is why it is important for you to have firsth and knowledge about anything you’re selling. It helps develop passion for speaking about the particular product or service.When you speak from experience, speak from the heart, you’renot attempting to sell something. You’re now simply sharing a personal and private experience and people can sense your energy when you speak from personal experience, personal knowledge. This creates intimacy and intimacy leads to bondsforming or bonding.

People are the most effective marketers and will be the most effective marketer of your product and/or service, especially after they have tried your product and this leads us into another area: making sure you’re selling a good, effective, and superior product or offering a good, effective, and superior service.

Thank you for reading!

This article is compliments of and DjehutyMa’at-Ra.

Copyrighted material. All rights reserved. 2012

Jorge Garcia
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