Don’t sell a product, sell a reason to change.

More sales opportunities are lost to no decision than to a competitor.  So, if you want a customer to buy your product, you first have to persuade them to change the way that they operate their business.  

However, human beings are generally risk averse and would rather avoid change if they can. Only once they perceive the need for change, will they consider buying something new. As a result, the first thing that a sales person needs to do is to persuade their customer to change.  Unfortunately, too many sales people try to sell their product first and frequently fail to make progress.

This seminar explains why change is so difficult, why it is so important in sales and how you can go about persuading your customer to change so that they are desperate to buy your product.

‍

Tim has over 30 years of experience in industry and 25 years of experience in sales, working for three major technology companies.  He held a variety of managerial, sales and business development roles in each organisation demonstrating an ability to grow the business he was responsible for in all cases. He has experience of selling computing technology, data and services in Europe, Africa and Australia.  He has a BA in Physics from University of Oxford and a MSc in Exploration Geophysics from Imperial College, London.  

In 2015, Tim founded Hoolock Consulting to provide sales consulting and training to technology and engineering companies based on The Equation of Sales (Trust x Needs x Value = Successful Selling). Building trust with customers, understanding their needs and articulating the value of the products he is supplying are the cornerstones of his approach.

Tim is the author of The Equation of Sales, a practical guide to selling technology.  It contains a set of practical tools for people selling technology or technical services but which can be applied to any sales requirement.

‍