The truth is the more you try and sell anything to anyone the more unsuccessful you will be. The key to sales success is not going out to sell, but simply going out and having the right type of conversation with the right people in a structured and repeatable way. Having conversations focussed on a buyers needs and wants, is much more powerful than turning up with any PowerPoint presentation. People hate to be sold to, but love to buy and Consultative Sales Professionals simply facilitate the right conditions for the buyer to buy.
People buy from people, and there are few occasions that the modern day buyer, will buy from a Sales Person they do not like. There will be occasions where the brand name of the product or service will help the buyer overlook any inadequacies in the sales person, but the majority of Sales professionals do not have that luxury. The Consultative Sales Approach requires expert people skills, and highly developed Emotional Intelligence that makes the Consultant much more than a Trusted Advisor, as they develop their conversations into deeper than normal relationships.
Even Sales people who have never been trained in traditional techniques naturally default to a more traditional sales approach, as they believe they have to go out and convince people to buy. Trying to convince anyone to buy is not nearly as powerful as someone convincing themselves to buy. Having a buyer convince themselves they want to buy and then asking you how they can buy is surely the best possible scenario for all of us in Consultative Sales.