How to Sell Without Selling

When most people purchase an expensive or unfamiliar product or service, they want to educate themselves and talk to a few vendors before buying. We’ve all been on a pushy first date. In sales, as in love, timing is everything.

If you’re willing to take the time to share your passion and knowledge with a prospective customer, not only are they more likely to buy from you when they’re ready, but chances are, they’ll come back for more. In a sense, you’re selling by not selling.

A new methodology has sprung up around the concept of “inbound marketing.” The customer is attracted to you because you’re providing them with relevant, helpful, easy-to-understand information that helps them decide whether and what to buy. This “customer-centric” approach can give you a competitive advantage, whether you’re selling in person or online.

Guest columnist Lock Whitney is an inbound marketer and a Common App essay specialist. He runs Red Brick Writers with three friends from Amherst College and works as an Account Coordinator at HubSpot.

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