Most sales processes that are used today have the essence of competition at their core. Competition is seen as the normal way of doing business in an era characterized by commoditization. The commoditization trap that many businesses find themselves in is causes them to lower their prices while the cost and complexity of doing business increases. Shrinking profits and lower margins create a fear-based mentality that pushes competitiveness to a new level. Closing the deal quickly becomes more important than offering real value to the client. This Competitive Sales Process that most people are trained to use does not honor a business developer’s innate ability to develop trust and create a meaningful encounter with prospects/clients.

The Competitive Sales Process creates an unequal relationship between the buyer and the seller. The buyer often expects a deeper commitment on the seller’s part without feeling the need to reciprocate. The seller is the one who invests all of their time, money, resources, creativity, skills and knowledge upfront, at no cost, in the hope of winning the sale.

The Competitive Sales Process dominates the global economy today. The internet, automation, the convergence of technologies, consolidation and globalization are the result of developed economies doing things bigger and better all in the name of progress. It is said that greater efficiencies, hence greater profits are a result of the forces of competition. What seems to happen, however, is that all of this progression puts a downward pressure on businesses to create their products or deliver the services faster and cheaper than ever before. We are made to believe that the consumers of products and services want their products faster and cheaper or they’ll go somewhere else.

The Competitive Sales Process is based upon a very common mentality that sees people and corporations fighting amongst themselves to win an elusive prize. There is a whole industry based on sales strategies, psychologies, processes and formulas designed to make each sales person more competitive than the next. The most common sales strategy that is taught is all about “the sales pitch” and “the close”. You’re taught how to approach the prospect, how to formulate and discuss features, benefits and evidence. You’re taught how to ask the right questions so that you can manipulate the situation in your favour. The training is usually about how to deal with objections and rebuttals and how to close the deal.

Very rarely are sales people taught how to communicate at a level that produces a meaningful encounter. This is seen as a waste of time. You’re taught to focus on walking away with the order instead of focusing on how you can best serve the person you’re meeting with.

When your focus is on securing an order, it cannot be on creating a meaningful encounter. Creating a meaningful encounter with your prospects and clients is what ultimately sets the top performers apart from all the rest and is the basis of enduring success and personal satisfaction. While there are many people who have become a top performer through sheer pit bull determination and will power using The Competitive Sales Process, their personal well-being is usually the price to pay. These people usually work longer hours, spending less time with family, less time rejuvenating and less time enjoying life.

The mentality that pushes you to win that fight is not something that can be compartmentalized and used only at the workplace. Fear-based thinking that creates aggressive behavior and a feeling of separateness brings more aggression and isolation into your whole life.

When you are fearful and anxious about losing out on a deal, your focus has shifted to lack and limitations. The quality of your output will suffer as long as you permit your mind to dwell in fear. You might begin looking for ways to cut corners. Your sales meetings will be tinged with that feeling of fear. At some level, your prospects and clients will pick up on your anxiety and be left feeling uneasy. A meeting that has an undercurrent of anxiety and lack cannot possibly bear the fruit of abundant sales. When fear is the compelling motive behind your sales meeting, your focus will ultimately shift to closing the deal.

To the other person, you actions might begin to look like high pressure sales tactics at the worst. At best, your actions will be seen for what they have truly become: insincere. You no longer care what is in the best interest of the client. As you become more concerned with your own desires, you fail to develop trust.

So, creating value for your prospects and clients in a fast-paced and competitive, global economy means taking a departure from the common Competitive Sales Process where the lowest price always wins and where knowledge assets are given away for free.

Creating value becomes a discovery process that uncovers the moral values your prospect holds in the highest regard. When your prospects make the connection between understanding the impact your product or service has on their highest value, their willingness to buy increases. In fact, they end up selling themselves and do not require a pitch from you. It’s simple. It’s respectful and it honors the essence of people.

Creating value means providing a meaningful encounter for a prospect that will stay with them for a long time. To do this, you must engage the prospect in such a way that they feel a sensation in your presence. And to feel the sensation, the prospect must actively participate in the meaningful encounter. To read more, download the free e-book, 10 Abundant Sales Principles found at http://www.SellingADifference.com .

Author's Bio: 

Terri Roulette McCartney is an internationally recognized sales expert and trainer who has delivered over 4000 corporate sales presentations in the staffing/recruitment and education industries. She has trained hundreds of customer service and sales professionals how to elevate their performance using the same techniques that enabled her to personally sell over $1,000,000 per year in professional services.

The underlying principles and processes that allowed her to sell over $ 1 Million / Year in professional services is encapsulated in the training program, The Abundant Sales Process. The Abundant Sales Process is delivered through live teleseminars, workshops and MP3 downloads.

Visit http://www.SellingADifference.com to access free resources for successful salespeople, entrepreneurs and consultants and to find out more about The Abundant Sales Process.