When making a final decision, B considers many things: is A credible, is the idea logical, will the idea bring me personal benefits and do I want to do it? A master in the selling game does not leave B’s answers to any of these questions to chance. In your quest to persuade with power, you must gain control over B’s perception of all of these factors. When you shape B’s answer to each of these questions, you exert true influence in your sales presentation.
Take the following example: Dean has plans to approach a friend and neighbor about his new network marketing opportunity. He thought of this neighbor because he is constantly telling Dean all about his money worries, how much he hates his job and his strong desire to retire early. When he begins the presentation Dean starts out strong. He wisely asks his neighbor about his day at work, knowing that he will probably have a few bad things to report, he then asks about major projects around the house, remembering their recent conversation about high remodeling costs. Dean finishes by presenting his business model.
The neighbor expresses an interest in the money making opportunity, so Dean invites him to an introductory meeting. Not wanting to appear pushy or aggressive, Dean simply tells his neighbor what the business is doing for him and leaves him to intuitively understand that he could experience the same results. Quite predictably, the energetic conversation they had is soon forgotten by Dean’s neighbor. He never shows up to the meeting, and Dean can’t seem to reignite his interest from that point on.
Leaving anything for customers to intuitively understand is a dangerous gamble. After assessing the situation, they may come to the point of view that causes them to accept your proposal but, if you have done nothing to influence this outcome, they may just as easily come to the opposite conclusion. When planting the seeds for interest in your product or service, be specific, illustrative, and clear about what you want your prospect to do.
Action Step: Consider the four questions below. Make sure that your presentation directly addresses these questions and gives your prospects reasons why the answer to all is “yes.”
1. Are you credible?
2. Is this logical?
3. Are there personal benefits for me?
4. Do I want to do this?
In Dean’s example, he knew that his prospect had an interest in making more money so he alluded to the fact that this opportunity could be the answer. His presentation should have been peppered with information that directly tied the opportunity to his prospect’s position presenting it as the only way out. Since he left it up to his prospect to decide, he left it up to chance.
Should you wish to increase your income, exceed your quota, feed your family and reach your goals, you cannot afford to leave important elements of the sale to chance. Seek to exert great influence over your prospects’ decisions. Do this by explaining clearly what you what them to do, why you think they should do it, how you know it will help them, and why it is such a good idea. When you gain the power to influence your prospects’ decisions you become a master in the selling game.
© 2007 Alvin Day
Alvin Day is a Sales Training and Personal Empowerment coach who has helped many sales professionals reach and exceed their goals. For more on Alvin Day’s Sales Training tools and resources visit www.theultimatesalesmanual.com.