𝗧𝗵𝗲 𝗔𝘀𝘀𝗲𝗿𝘁𝗶𝘃𝗲 𝗕𝗲𝗮𝗿

If “Three Bears” were about sales, Goldilocks would enjoy Assertive bear's porridge while ignoring the Aggressive and Passive bears.

OK, time to run away from this analogy, but here’s the real story.

Assertiveness is both confident and forceful. It’s not overbearing because you respect the other person.

𝗞𝗲𝗲𝗽 𝗶𝘁 𝗠𝗼𝘃𝗶𝗻𝗴 – Push forward by adding facts and reaching for next steps.

“When can I show you how our product works?”

𝗚𝗼 𝗛𝗲𝗮𝘃𝘆 𝗘𝗮𝗿𝗹𝘆 – Pose tough questions early to screen the right customers and set the tone for later questions.

“When will your team be able to install a solution?”

𝗧𝗮𝗸𝗲 𝗮 𝗦𝘁𝗮𝗻𝗱 – Assert your business expertise and competence in solving problems.

“Can I show you some great results in companies like yours?”

𝗙𝗮𝗰𝗲 𝗥𝗶𝘀𝗸 – Address any concerns directly and creatively.

“Can we discuss some ideas which will work for both of us?”

𝗔𝗰𝗰𝗲𝗽𝘁 “𝗡𝗼” – Consider this reply to "We're all set”:

"If you reviewed what I sent and still feel that way, then you're right" and pause. You may get new insights.

Also, beware that forcing the deal now may result in losing lots of time and money later.

Lean into your customers "just right" for mutual benefit.

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Ideas in this post come from the great book, The Challenger Sale, by Matthew Dixon and Brent Adamson and from M. Jeffrey Hoffman