The Real Hidden Psychology Of Selling
I was just invited to speak to a group of Harvard Business School Alumni
. After getting past the initial irony - I'm a college dropout being asked to speak before a group of Harvard MBAs - it occurred to me that a room full of these educated, senior executives would probably be bored by hearing me explain my step-by-step lead generation strategies.
So instead, I began drafting a presentation on the psychology behind my Never Cold Call Again philosophy. When I realized that the psychology is just as - and possibly even more - important than the sales techniques themselves, I decided I should share the principles with you, because they'll benefit you greatly in getting more sales:
Selling is Negotiating
First of all, understand that all selling is negotiating. Most of us think of negotiation as "haggling" over price at the final stage of a sale, but in reality, any time you're interacting with another person with the goal of getting something you want, you are negotiating. This goes from something as simple as asking for an appointment, to the closing stage of a sale, to resolving customer service issues after the fact.
Power in Negotiation
Second, in every negotiation, the person who holds the power wins. This is true 100% percent of the time, with no exceptions whatsoever. If you have the power throughout the sales interaction, you will get what you want - a sale, and at a good price and good commission.
If the prospect has the power, and they usually do, they get what they want - either to say "no" and get rid of you, or to buy from you, but at a discount price which hurts your commission. And we all know that the "discount, hard bargain" types of customers are always the worst to deal with after the sale.
Who Has The Power?
The single biggest determining factor in power depends on which party needs something, and which party has the power to say either "yes" or "no."
In the case of selling, nearly all of the time, the salesperson is the one in need. It is the salesperson who needs the sale, and the prospect has the power to say either "yes" or "no."
We can see this dynamic at work with highly paid professionals such as doctors, lawyers, and accountants. People go to these professionals for advice, help, and services, and in nearly every case, it's the professional who has the power throughout the appointment, not the client or patient. Their advice is usually accepted as fact and is rarely questioned.
As a salesperson, you must create this same dynamic in order to keep a large amount of power throughout the sales process, which will result in your getting what you want, which simply is for the prospect to buy from you.
Getting Power In Sales
As I explained above, power is determined by who is in need and who can fulfill the need.
The highly-paid professionals I mentioned above have the power because people approach them with needs, and they then fulfill those needs.
As a salesperson, it is up to you to get people to approach you to fulfill their needs, and not the other way around.
This is the secret to having power in sales!
When a salesperson approaches a prospect trying to set an appointment or sell something, the salesperson instantly gives up all power by identifying themselves as the one saying "I need something from you" and the prospect instantly gets ALL of the power by having the ability to accept or reject the salesperson.
In the case of a top-producing, star salesperson, the exact opposite is true: People approach THEM with the desire to buy, or at least meet and determine if there is a fit.
When this happens, the prospect is the one communicating, "I have a need" and the salesperson can then fulfill that need.
And in that kind of sales process, the salesperson has the power. And gets the sale on his or her own terms.
This is also a more ethical method of selling since you're not trying to force anything on people who may not need it. Your prospects have clearly identified themselves as being an ideal fit for your product or service. This equates to higher customer satisfaction, little or no issues after the sale, and a LOT more referrals for you.
So if you want to rise to the level of a top producer in sales, begin using the real psychology of selling, and getting people to approach YOU. This is the real secret of the superstars we all want to emulate.
by: Frank Rumbauskas
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