2024 Author: Harry Day | [email protected]. Last modified: 2023-12-17 15:43
The inventor came to the king and said: “I have invented a cannon that pierces any armor. Here is a drawing."
The king admired and bought the blueprint. And then the inventor says: "I invented the armor that this gun will not pierce." The king was surprised and bought the armor.
And then the inventor says: "But I have a drawing of a cannon that will pierce this armor."
The king also bought this blueprint, and then a new armor. But when the inventor wanted to sell another new drawing, the king was outraged and ordered to search the inventor - and a dozen more drawings of armor and guns were found in his possession …
In sales, "cannon" is a persuasion technique in the seller's arsenal, and "armor" is a defense against manipulation by the buyer.
The idea of writing this article arose after a young man called me on the principle of cold calling and offered to buy an advertising service. I listened to the proposal and traced in myself a persistent dislike for the conversation and irritation. As a psychologist analyzing myself and a presenter of educational trainings, I thought: why, after all, did the guy do everything right?
And that's what I came to. Since I am quite familiar with sales techniques, having heard on the other end of the line a person who uses a certain template when communicating with me, I took it as an attempt to manipulate my mind. Simply put, I took it as a deception. Accordingly, there was an attitude towards this person as a deceiver. And even if his product or service is what I need, then the negative attitude towards the proposer is immediately transferred to his services and products.
This is called the "halo" effect.
His seller's "gun" did not penetrate my buyer's protective "armor". Nobody wants to be manipulated. The buyer does not want to be “sold” the goods.
The buyer does not want to communicate with the seller, whose face says: "I'm a cool seller and I will sell you anything, even if you don't need it." And such beliefs are laid down in salespeople during sales trainings, where they are hammered into their heads: "You are a cool salesman." Such sellers cease to see a person in the buyer, and see an object for their manipulation.
How to get out of this situation and become a good seller? How to solve this problem?
We offer two ways.
Method one: Constantly learn new sales methods - such that the buyer has not yet met. That is, constantly create a new "gun" that your competitors do not yet have, and the buyer did not have time to put the armor on this method. The method is not the best, as your inner convictions of a "tough seller" will give you headlong into a sophisticated buyer.
Method two: Sell without selling. As an example, I will tell you a case from my own practice. We came to negotiations about the training of honey. staff and began to find out: what they want, what are the problems. While the conversation was about their problems, we were in the same field, on the same side. As soon as the conversation touched on format and payment, both executives leaned back, arms folded, and one of them said, "Here comes the sales." Conclusion: Do not stand with the buyer on opposite sides of the barricade, always be there.
How can this be achieved? A customer who comes to you has a problem (need) that he wants to solve. And he is looking for an assistant in solving this problem. The buyer wants to see in your face such an assistant, imbued with his problem, and not a manipulator. He wants to see and wants to feel that you want to help him fulfill his need - and not your own at his expense.
For sellers, especially beginners, I want to add: Don't think buyers are dumber than you are. This is read on a non-verbal level. Try to be sincere and kind. Do not use templates, they are almost immediately visible - and this is repulsive. Trust that your product-service will satisfy the customer's need. This belief works better than anyone else.
A sincere desire to help is not a "gun"; the buyer does not need to build "armor" on it.
Good luck with your sales!
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