A Mainer who resides in Portland, Rod was quick to point out the author of the quote was noted platform speaker Bill Gove of Auburn, Maine.  Gove said, “People love to buy…they hate to be sold.” 

The right point of view 

In his book, The 25 Most Common Sales Mistakes, sales management consultant Stephan Schiffman writes the following about adopting the right approach to selling. Sales is not about getting the other people to see your point of view.  It’s about getting you to see things from other people’s point of view. When you really want to make a sale, it’s easy to slip into “convincing” mode.  The only problem is, it’s exactly the opposite of what you have to do.  The issue is not changing someone’s mind, but conveying to the person exactly why and how you can help solve a pressing problem.  And you have to see and understand that problem before you can hope to solve it. 

Advice also works for marketing materials  We call marketing materials “non-personal sales calls.”  Like personal, face-to-face sales calls, your direct mailings and your ads should communicate how you and your agency can solve problems.  “Explain the pain, then mention the medicine” is one way we like to put it!