Today it is not enough to ‘sell’ by demonstrating your expertise and how clever you are. Today you have to be a Master Communicator. You need to understand not only what your clients, customers and prospects need from a business point of view but also from a personal perspective.
What is happening for them beyond their business life. What keeps them awake at night that may impact how they react to you and colour their attitudes.
In any situation where you are seeking to influence and persuade people to use your services, buy your products or back your ideas you need to understand their prime motivation for doing so and how that will help them be more effective.
People, including us ‘Buy emotionally, decide logically’.
To prove that Golden Rule think about the biggest purchase you may have made, a house or a car.
Logical or emotional?
The number of rooms in a house dictate the logic but initially we are bought in because the property feels right, we feel at home or we can visualise our furniture in it.
The engine capacity of a car and number of wheels are a given but do we feel comfortable in it, do we feel good siting in the driving seat, has it got that smell of leather or newness. Just look at the story lines behind TV commercials for cars. We are shown images of family life, standing out from the crowd or being attractive to others.
In addition to this Golden Rule there is another element to the formulae. – People want to move away from a position of pain to a position of pleasure or in business terms resolution.
It is your job, by asking deeper and more searching question, to help them recognise their pain and by so doing see you as the only person that can resolve their problems.
Using this approach you will be seen as somebody not just selling to them but as an individual who is sincerely interested in helping them out of a difficult situation that they might not even be aware of.
These principles and others that I will discuss later are born out of my experiences working in an American advertising agency observing incredibly talented and persuasive people creating compelling campaigns that were emotionally impactful.
Take a look at QVC The Shopping Channel and see how the presenters and guests create selling stories that are emotionally charged. Relating experiences that others have felt and the viewer will have when they buy the products being offered. Last year the turnover was $9 billion worldwide.
My time guest presenting and coaching others on the channel, ostensibly selling to an invisible audience, developed my understanding of how and why people buy and informs my approach to how I win business.
The reality check therefore is that the key to your personal, financial and company’s success is not in your selling ability but in your ability to positively influence others to be delighted to take the action you desire them to take.
Whether you are networking, pitching or presenting there is another Golden Rule. The 70% – 30% rule. In any situation where you are seeking to influence and persuade a person they do 70% of the talking you do 30%.
What is your 30%? Asking deeper and more relevant questions to elicit their pain and problems.
There is a caveat however. If you’re not passionate about what you do, how can you make anybody else passionate about what you do?
People have a built in sense of whether you are being honest and in a world where authenticity is lacking in so many areas, engendering TRUST is the key to it all.
Dexter Moscow Author – Stand Up and Sell