“He/She can Sell Ice to Eskimos” Isn’t a Compliment

Sell Ice to Eskimos

If you work in sales or have been around salespeople for a while, you might have heard someone say, “He could sell ice to an Eskimo”.

The essence of this adage is that a salesperson may persuade a customer to purchase a product they don’t need because they are so charming and slick.

While such kind of salesperson could have been successful in earlier decades, today’s modern, highly informed environment can be difficult for them to succeed in.

In a metaphorical sense…

The most effective salespeople do not sell something to people who have no need or use for it.

Either they are finding the right audience or selling the appropriate goods/services to the relevant target market.

The greatest sales and marketing professionals are the best because they are actively seeking out the best customers. They are not trying to sell to anyone merely to generate a lot of airy volumes.

“Selling Ice to Eskimos” Isn’t a Compliment – 3 Reasons

Firstly, you’re squandering your time and energy by attempting to persuade a person or business to purchase your goods when they might not even need them.

As a result, you are selling merely to demonstrate your capability rather than to individuals who genuinely need your goods or services and add long-term value. That’s just a vanity exercise, then, isn’t it? Such a kind of sale does not bring honor or long-term success.

And even if you are successful in selling to a random customer or buyer, your firm won’t actually benefit from it. Why? Because repeat business, not one-time deals, is where the real money is.

Second, your product will never be a great fit if it is sold to a customer who doesn’t need it. They will, at best, become disappointed. Worst case scenario: they will start telling their business associates, clients, and other people that your product is worthless and a waste of money.

Another common purchasing phrase used while making a purchase is “buyer’s remorse,” which refers to the difficulty in persuading people to make a purchase they did not want or need. No matter how appealing a product may have seemed when you were explaining it, eventually, after you make the sale, you will leave the consumer to face the gloomy truth: “I was scammed”.

Now, the random customer who purchased your product uses social media to criticize the business’s procedures and ethics rather than developing into a loyal customer who spreads good word of mouth and recommendations. Finally, no repeated purchases, no referrals, or no celebration.

Having loyal consumers pays off, as 65% of a business’s revenue comes from recurring clients, who also spend 33% more than new customers.

Thus, you will need to hold your values to higher standards if you want to prevail in the long run. You will need to quit bringing in the improper type of sales and learn to communicate value with your desired target audience.

Third, it’s just rude to sell things that people don’t need. 

A genuinely cool salesperson is someone who cares about consumers, wants to assist, and provides excellent solutions. Knowing when to sell, when not to sell, and looking for ways to assist your customers, makes you a “classy salesperson”.

In the first place, find your customers’ needs. Understanding them better than anyone else. Identify the motivations behind their desires. Recognize their requirements, worries, and fears. Learn their language, their likes and dislikes, their trusted people, and the people they listen to. Explain to them why you are the most qualified person to meet their needs.

The “Greatest Customer” Whisperers are the best in sales and marketing.

Selling Is Addressing The Why Of Your Customer

If you want to succeed at selling, you must begin by asking why. Knowing a prospect’s motivation and sense of urgency is essential to understanding why they want to buy. What motivates buyers to move, act, and make decisions is the entrance to why. You are given the road map to resolving their problems when you understand why a client or prospect wants to buy, why they want to change, or why they are unsatisfied.

It’s good to be able to answer three whys; better still, if you can answer four whys. You’re at the top of your game if you can answer a question with five or more reasons.

Gain proficiency in obtaining the necessary answers and learn to accept that you don’t know why.

In order to make a good, honest sale, you must: 

  • Make the conversation about them, not about you
  • Know who your customer is
  • Know what your buyer needs
  • Address unforeseen issues or missed opportunities
  • Listen more than you speak

The Bottom Line

Making decisions for the consumer is not the goal of sales. It’s about providing customers with information, being knowledgeable and helpful, and then letting them make their own decisions.

What makes a good salesperson is less important than how you sell it.

Next time you feel the urge to tell someone or hire someone saying “I could sell ice to Eskimos”, remind yourself that it is not a compliment.

If you would like to sell your business to your ideal customer and not just to anyone, contact the lead generation experts at Dealsinsight.