The importance of reverse selling

Don Draper (Mad Men) pulled off the most powerful sales move I've ever seen.

What did he do?

He threw the deal away…

Don Draper, the protagonist of Mad Men, is the creative director of an agency.

He had a customer who had doubts.

And instead of fighting?

He said this:

"Guys, we're quitting. You don't believe in your own story. How can we ever do good advertising if you don't believe in it yourselves? Don't believe in what your customers can bring to the forefront?"

The customer fought back.

Wanted to convince him.

Went to sell why they thought they needed Don.

That's reverse selling.

You're handing the ball back to the prospect. You're not just asking about their needs, but also whether they're ready to grow, to truly make a difference. And why they think your proposition can help them achieve that.

"Are you all doing well?"

"Why am I here then?"

“You can manage without me?”

"Then try it yourself."

The customer will convince himself that he needs you.

Not the other way around.

Technical experts think they need to push.

To convince. To provide arguments.

Wrong.

Do you inspire customers to sell why they need you?