Book Notes: How to Master the Art of Selling – Post #3 (p. 55-85)
Sell the benefits the buyer likes, not the benefits you like You can spout out your favorite features, but if it’s irrelevant to the specific person, it’s not helpful. Champions cut right to questions to learn what specific needs are of the potential client.
Sell the people who can buy It can be tricky if you are facing a committee that makes decisions collectively. In this situation, you might need to find the “gnome” in the back of the room, i.e. the individual you makes recommendations and whose opinion is vital to the final decision. Connect with him/her.
Arouse emotions This is tricky for me. As an honest person, I want to appeal to people’s ability to reason, not persuade via emotional rationalization. But it’s also honest to know that emotions (tied to underlying needs) are factors in human decision making. Here are some examples Hopkins offers, related to buying. I’ll add the underlying need that might go with it: – Security (need for stability) – Color and style (need for novelty and excitement) – Status (need for belonging, appreciation) – Health (need for vitality) – Love of family (need for connection, love, ease)
I think when curiously guessing these needs – we can authentically work with clients. By also releasing any attachment to making the sale (but rather figuring out if the sale will really help the other person), we can interact honestly and create win-win.
Avoid negative imagesand rejection words. replace with “go-ahead” terms
Language is powerful. Connotation is real. These italicized words are often off-putting:
– Appointment. Replace with “meeting” or “visit.” – Cost or price. Replace with “total investment,” “total amount, “valued at,” or “worth.” – Contract. Replace with “agreement” or “the paperwork.” – Buy. Replace with “own.” i.e. “If you decide to own it, we can get it to you fast.” – Sell or Sold. Replace with “happily involve,” or “acquired.” – Customers. Replace with “clients” or “people we serve.” (This is subtle). – Problem. Replace with “challenge.” – Objection. Replace with “concern.”
Of course, there is no silver bullet for inserting a term. Conversations are customized to the situation. The point, these are tools in your toolkit.
The inner doubter in me (who wants authenticity, again) says “it’s sleazy to simply change words to get people to buy.”
I think that doubter is a product of the culture that tells us – basically – commerce/selling/buying is a necessary evil at best.
In reality, I find these replacement words to signal maturity, respect, and reverence to and for the potential client.
You are showing that you care about words and language. That signals competence and attention to detail.
Most important, so long as you are starting from a place and purpose of care, compassion, and curiosity to solve problems, the tools and techniques can follow organically.
Know your WHY, and the “how” and “what” will follow.
