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How to sell a "dead dog": 3 key ways to do it

Updated: Oct 11, 2022

When it comes to sales, one of the first questions to ask is whether it is an innate talent or an ability that can be acquired in a lifetime.

Regardless of the answer, we have good news. There are a number of techniques that facilitate the sales process by developing certain capabilities. Here are some of them that will help you sell anything to anyone.

Try to think of something we all need. What comes to your mind? For example, a trip? But there are probably people around you who find traveling not a pleasure but stress. Or maybe chocolate? But strange as it may seem, not all people have a need to eat chocolate.


People are different in their desires and needs. And the motivation to make a choice is conditioned by our personal priorities.

The business also works on that principle. If you try to sell to everyone, you will not sell to anyone. The lifestyle you offer solves a certain problem for a certain group of people. That's why the most important step in a literate sale is finding your ideal customer.

Start gathering information about him (age, gender, marital status, race, average income, the field of employment, general psychological profile, preferred media, common problems) and gradually you will get a full picture of who your ideal client is. The result will be a sale that is effective for both parties: you are selling to someone who really needs your product or service, and the buyer is satisfied because he will get exactly what he needed.

"YOU", not "WE"

It seems more than logical. Tell "we" and show consumers that you are one of them and try to create a common experience.

"We", however, assume that the one who offers the product and the consumer are on the same plate. And this means that they share the responsibility to take action.

While our part of the action has already been done, a product has been created and presented in the market. Therefore, the use of "you" clearly shows that in the play called a sale, now it is the consumer's turn.


Sales professionals often base their message on the needs and demands of the consumer. In that case, we associate the already emerging needs with certain opportunities that meet those needs. Thus, the classic "sell solution" is used. But what is the problem with selling in a classic way? The problem is that it deprives us of competitive advantage. There are many similar offers in the market and your competitors also respond to the basic needs of the consumer. Then take a step forward and offer the consumer a need that he has not yet realized. For example, when providing B2B sales, offer solutions to unknown issues, or take advantage of missed opportunities that hold you back from growing your business.

How satisfactory are the results provided by your sales team? If you think that the situation could have been better, don't hesitate to contact us.

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