A quick review from part 1 of this series shows that you are always in the “people business” and not the “sales business.” Your focus must be on communicating with people. And since you’re always selling to people, here are a few important points to keep in mind.
MUTUAL INTEREST
It is establishing something that will serve the interest of all that is the major hurdle. Getting everyone on the same page at the same time, gaining agreement, and creating some “co-motion” is obviously a vital target. Interestingly, the most effective way to get someone interested in you is to be interested in him. This is counter-intuitive, but remarkably effective.
Interest is commonly expressed as curiosity, and as such, it creates a “reach” or “desire” in the direction of something or someone. If you doubt the effectiveness of this principle, use it for a few days and see what happens. You’ve got nothing to lose. I think you’ll discover that when you find something about people that you can be genuinely interested in and admire, they will, magically, find you more interesting!
The well-known maxim, “attention follows attention” will be found to apply here, for if your attention is on them, their attention will usually be on you. It would naturally follow then that if you approach the prospect with your attention completely on finding a way you can help the him or be of service to him, his attention will usually follow suit. If, however, your attention is only on money in terms of the commission you will earn as a result of the sale, he will almost unconsciously bring up money as an issue and thwart the sale. His interest and attention is on himself, and his business, and that’s where your interest and attention should be as well.
The enemy to this idyllic state of communication is the overly talkative salesman, who only sees himself as the primary point of interest. Often, he so dominates the conversation, there remains no space whatsoever for the prospect to express what he may have to say. It’s almost as if the salesman feels that, through his relentless torrent of rhetoric, he will magically become so “interesting” that any effort to be “interested” is moot. Instead, to approach any degree of success in sales it is necessary to foster actively a fertile relationship of two-way communication with the prospect. It is in this environment that most successful sales are conceived, nurtured, grown, and finally delivered. Happily, there is a causative action we can take to create that environment.
THE SECRET REVEALED
The first thing to do, in any normal sales procedure, is to introduce yourself and your product or service in quick, broad strokes, then . . . ASK A QUESTION! Why? How? When? Who? Where? Almost any variety of question will work.
Three important things happen when you do this.
1. You withdraw slightly; thus creating some space that will allow him to reach toward you and contribute something of his own.
2. You find out more about him through his answers.
3. You remain in the drivers’ seat. Interestingly, the one asking the questions retains the control of the conversation, doesn’t he? After all, isn’t it the questioner that guides the topic of conversation? And wouldn’t it seem that when you ask a question, there must of necessity be some topic that is being asked about? Who determines that topic? Isn’t he the one controlling the conversation? Even if the question does not require an answer, doesn’t it still serve the purpose of allowing the listener to “reach” a bit toward the topic under discussion? And, don’t you agree, it can be overdone, can’t it…?
For clarification, a delivered communication is a “reach;” while shutting up for a second or two or asking a question is a “withdraw.” Thus, the chain of events would be to “reach” to the prospect, then “withdraw” to listen to what he says in response to your question. Why ask a question? It provides comfort, ease, camaraderie, interest and creates a bit of space in the sales interaction. It also allows the listener to contribute if he wishes. As a salesman, you similarly have to let the prospect in on the process. Let him add something. Ask a question. Let him fill up the space verbally or mentally. Relax and give him a chance to tell you what he really wants. And that’s really what you want to know isn’t it?
He’ll often tell you the exact way to solve the problem confronting you if you just ask. One successful salesman uses this concept to good advantage when handling a tense situation simply by saying, “Now, help me out here…” Then asking the prospect a question designed to get them talking so as to clarify any objections, let them contribute, solicit their help in handling any difficulties discovered and getting everyone headed in the same direction. For instance: “Is there something that you feel I didn’t understand about your particular situation?” “Is there something you feel you don’t completely understand about what I’ve covered?” “Was there anything you had in mind in coming to this meeting that you hoped would have been covered?” “Are you left with some question about how our services would benefit your company?”
Then, listening actively to the responses to these questions to ferret out the real objection and respond accordingly. Now, in part 3, on to the step that possibly deserves the most attention, but ends up with the least.
daniel w. jacobs
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