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If You Want to Sell, Don’t Be a Salesperson!
Salespeople are famous for making others feel bad. They call complete strangers to judge their business decisions and make them feel sorry and stupid for choosing their current provider. They feed every negative emotion for the only thing that matters: the sale. They treat their prospects like numbers, rather than living, breathing people. Not surprisingly, people find salespeople unpleasant, pushy and rude. No one likes them, and no one likes to buy from them.
People buy from people. The only way to connect with your prospect is to act like a person instead of a salesperson, and treat them like a person instead of a sale. Like you, your prospects have emotions that are often overlooked by salespeople who use old-world techniques like sales scripts and automated messages. By addressing these human emotions and using them to create a positive, personal atmosphere, you can create an experience that is best suited to turn the prospect into your friend and loyal customer.
Salespeople believe that making a prospect angry about their current supplier will do them some good. They try to find the pain the prospect is experiencing in their current situation, and think that exposing that pain will make the prospect want to switch providers. It doesn’t work that way! Pushing the prospect’s hot buttons and stirring up negative emotions will make their experience with you negative. You will succeed in making the prospect mad, but they will be mad at YOU! All the painful emotions they experience with you push the prospect further away from the sale. It will also do the status quo pretty well. The prospect will choose to do nothing and you will lose the prospect and the sale! The key to connecting with your customer is to create an emotional situation that leads to change. Show your prospect that it is better for them to change than to stay with the status quo. Creating this emotion is a little more complex, and is not as easy (or overused) as the old world technique. It requires being less abrasive, and allows the customer to realize (on their own) the painful reality of their situation with their current provider. If they are not satisfied with their current provider, they will find the pain on their own. They don’t need your help to put it out!
Salespeople put their reasons for selling before a customer’s reason for buying. Let’s be honest, your customers don’t get as excited about your product as you do. In fact, most sellers sell things that are quite ordinary and not very interesting. Therefore, the only way to sell your product is to find out what could motivate your customer to buy it! Through fascinating questions and engaging conversation, you can learn about your customer personally and determine the specific benefits they will receive by purchasing your product. Your job is to get the customer to visualize these benefits. Your creative and engaging visualization will create positive emotion and make their experience with YOU a good one! When they visualize how rewarding your product is, they will find the motivation needed to create a change and buy from you!
Salespeople don’t consider their prospect’s fears. Every important decision is often accompanied by fear. Before your prospect can act on their motivation to buy from you, you must first eliminate their fear of changing the status quo. The only way to eliminate fear is to identify it, and the only way to identify it is through dedicated conversation. You must make every effort to truly understand your prospect to help them overcome this fear. Change can be hard, but your prospects will look forward to it if you make it attractive and worth it! By understanding and responding to your prospect’s emotions, you can create a positive atmosphere. This will motivate and encourage your prospect to not be afraid of change and buy from you!
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