Millions of books, articles, videos, and other materials have been created about sales. We wouldn’t have enough time in a lifetime to read them all. We are forced to search for, select, and accept only the information we choose—it’s a tough challenge for our brains! It’s equally difficult to digest and internalize this information and to shape our own identity in sales.
Today, there are over a thousand companies and trainers in Ukraine offering sales assistance through “unique” methodologies, new techniques, universal models, and so on. White sales are not a new patented method. Rather, they are knowledge that has been tried and tested over time, filtered, and adapted for the Ukrainian market. Sales is one of the oldest professions, and it’s amusing to think that something radically new will be discovered. All methodologies, techniques, and secrets were uncovered centuries ago. The tools may change, but the technology remains virtually the same.
White sales are a loyalty-oriented system where each customer is viewed as a long-term partner, and their true interests are prioritized. It lacks many elements that are considered almost essential for any sales methodology. Among them:
“Hard selling” (selling here and now to everyone) is a short-term “strategy” that ultimately kills a company. Focusing on high employee turnover and an endless market (with over four million people in Kyiv, “there’s enough for our lifetime”) leads to a situation where the company is forced to sell its products to new customers day after day. Eventually, the company’s name starts to repel both buyers and employees.
“How to get past the secretary.” Why fight windmills? Deception and manipulation work against the seller. The secretary is an employee of the company, a person with their own problems and thoughts. By answering the question of why we matter to them, we can make them our ally. If that doesn’t work, we need to move on: sell to others or find alternative ways to reach the client. Additionally, by building our portfolio of clients, partners, and referrals, we eliminate the need to call the company and deal with the secretary.
Tough negotiations (winning at any cost). Having won the “first battle,” we often end up losing the war. In the pursuit of immediate gain, we forget about the bigger picture. The goal of sales negotiations is collaboration, so the one who sells themselves rather than their opinion will come out on top. There are no winners in an argument.
Phone sales. The phone is used to sell a meeting; in 95% of cases, it’s only worth selling the rest during the meeting. The remaining 5% is only if there is absolutely no possibility of meeting. However, this actually happens very rarely.
“Tricks” in the sales of young sellers. Without a theoretical foundation and active practical experience, one cannot effectively use various techniques and methods. The race for universal sales secrets that promise to turn you into a super specialist overnight usually ends in disappointment. The “tricks” come naturally when you no longer “watch the pedals”…
Selling your product to those who need it, and at the time they need it, is the key idea of White Sales. Repeat sales, cross-selling, additional services, and support are what we focus on. We sell, first and foremost, ourselves and our company, meaning not just our current products but also our future offerings. Along the way, we gain customer loyalty, a stream of referrals, and positive reviews.
Our task is to meet the client’s needs while staying within the bounds of morality. The number of our potential clients is not infinite. It is a valuable and fragile resource. By deceiving a person once, we risk losing not only their trust but also potential clients who won’t recommend us. Not to mention the negative, yet unfortunately truthful, information spread about the company by deceived clients.
On one hand, we forgo short-term gains, but in return, we invest in our future. A person to whom you suggested not buying your product for valid reasons (the cosmetics aren’t suitable for their skin type, the car is out of their budget) is more likely to recommend it to their acquaintances who would find the product suitable.
White sales not only allow for selling here and now—they help make it possible to do so repeatedly. They not only give the seller a chance to earn a profit but also ensure that the buyer truly resolves their issues. At the core of the White sales paradigm is not a war of attrition, but love and mutual assistance—things that are ultimately more beneficial in the long run than any loud victories.