Have you ever met a person who was absolutely determined to sell something to you?  Have you talked to a seller of a 'super product' that will solve your problems with 200% warranty?  A typical example of such a person is a fellow from "Groundhog Day" movie who tried to sell insurance to the main character.  You always feel awkward when such people choose you the object of their attention.  You see dollar signs in their eyes, and their interest and politeness are nothing but tools they use to get into your pocket.  All you want is get rid of them as soon as possible.  If you a sales person, you will never want to recognize yourself in this portrait, but are you really free of this behavior pattern?

Let us think, what drives people to behave like that?  It is very unlikely they find pleasure in it.  The reason could be the use of the out-of-date approach to marketing, the old sales mentality.  The number of goods and services in the past was not that large.  It was easy to convince somebody that they needed a particular product or service.  Nowadays, in the world of incredible competition, it is not enough to convince the person that your product is of the highest quality.  You have to create an additional value of your product and, what most important, make your customer want to buy from YOU.

It is obvious that dealing with causes makes more sense than fighting consequences.  In this case the volume of sales is a consequence while the approach to sales is a cause.  There several things that distinguish a successful businessman from an annoying dealer.

• Old mentality: You keep in mind that selling is your key task and you want to win a customer right away.
  New mentality: Your main goal is to get to know the needs of your customer and meet them. Everything starts with communication.
• Old mentality: You want to sell your product no matter what.  The crucial point is to make money right now.
  New mentality: You want to learn about the perspectives.

It is not enough to sell once.  Rather, it is vital to make customers wish to purchase from you again and recommend you to other people.

·         Old mentality: You lose you potential consumer at the end of the sales process, when you get denied by him or her.
New mentality: You may lose your customer at the beginning of your conversation. Many things depend on the first impression you make.

·         Old mentality: You have to convince the consumer that your product is the best at any cost. Even if it takes you to argue with him/her.
New mentality: Never justify your product. Do not argue and do not persuade. You can make your customers angry.  Let them have their own way of thinking.

Your key task is not to create an image of a seller in your customer's mind.  If your customers begin perceiving you in this role, they involuntary feel selling pressure even if you are very tactful.  The reason of customer's agreement or refusal to purchase something often lies in whether the person considers you a seller or a friend.