It’s their reasons why, that will help them to buy
If you can get someone in touch with the reasons why they think something will be of value to them, the more likely they are to convince themselves to buy.
You see, in the old days, salesmen always tried to give you lots of their reasons why their product was valuable to you, which was fine back then, but nowhere near as effective as you can be today, knowing what we know.
If you’re out there selling the features of your products, then you’re living in the dark ages: we all know that.
If you’re out there selling the benefits (or outcomes as some say) of your products, you’re still behind the times, or at least out of touch with the latest science in the field of psychology and influence.
Because the fact is, what we now know for sure is that if you want to get your prospect most likely to buy, then it’s by connecting her with her own reasons for buying that will get the best results.
We all know the problem with motivation, don’t we? It’s virtually impossible to motivate someone else to do something if they don’t want to do it. But we also know that people do things when they are self-motivated, don’t we? So todays’ lesson is about:
How to help someone find their own motivation for buying from us
Well, assuming we’re not using sensory deprivation, hypnosis or water torture techniques, et al, we can’t really hope to persuade or convince someone of something when they really aren’t interested. Okay, it can work occasionally, but it’s a hard way to sell, and for me, I want results with the least amount of effort!
But what does work, is getting the other person to convince themselves by getting them in touch with their own reasons.
You see, we’re all subject to the ‘law of psychological reactance’, which is our natural tendency to resist being told what to do.
If you’re like me, as soon as you sense you’re being ‘sold to’, a reaction takes place at gut level. It may not be that strong for you, but I bet you’ve had that moment happen lots of times when your internal dialogue suddenly says, ‘I don’t care what he says: I’m not spending any money’, or something similar.
So let me ask you this, ‘If you have that reaction, don’t you think it’s likely that your prospects will also have that reaction when you start selling to them?’
Of course you do, but stay with me and I’ll give you the answer.
The solution for most business guys, particularly in the UK (sorry friends and colleagues, no offence) is to not want to be seen as selling at all: Derr! So they keep on networking, you know, making friends in the business community, having a jolly good time: and not closing many deals! Where is that going to get you exactly? Somewhere; slowly; possibly!
No, surely a better approach is to learn how to get your prospect wanting to buy, instead of you hoping that they’ll buy?
And you do that by asking ‘Why?’
Give them the choice – remove the pressure
Once you have the other person reminding themselves of their own ‘reasons’ for something being of interest, you have effectively given them back the choice: they are back in charge, and psychological reactance disappears. And, once they are genuinely back in touch with their own convincers, all you have to do is get them to tell you ‘why’. They effectively sell themselves.
Have a look at the video and try this stuff out: it works.
By the way, just in case you didn’t know, I never share any advice that I, personally, and thousands of others haven’t tried, tested and proven that it works.
Have fun with your business.
See you next Blog.
QJ | Inspirationist and Talent Fanatic.
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Posted on July 27, 2011, in Compel Your Audience to Buy, Get The Results You Want, How to ..., Psychology & Influence and tagged Authentic Sales, authentic selling, Building Profitable Relationships, How to make more money, Make Big Money London, Networking Skills, Sales & Marketing, Think for Success, Win Fans & Influence Profits. Bookmark the permalink. 8 Comments.