Transcript of a conversation (YouTube video) between Jim Johnson and another speaker about sales approaches, contrasting ‘hard’ and ‘soft’ sales. The speakers describe soft sales as storytelling that leads prospects through stages—know, like, trust—so they ultimately choose to buy rather than being pushed.
Your contractor, you're trying to sell something to somebody else. In most cases, that's really the only way our businesses stay in business is if we sell something. And there's a comment on your website says, don't sell your clients. Make them buy. Why that? What do you mean by that?
I define as sales into two different kinds. There is hard sale and soft sale. But soft sale is I don't sell you. I tell you a story, and then you buy. Okay. There is. There is a mechanism that the clients need to go through. It's called know, like, trust, and then buy. So the first stage is to know. I. I need to know to know that you exist. And then second step is I need to like you. I need to like you to have a personal chemistry.
