Almost everyone is in the business of selling, but not everyone knows the art of convincing complete strangers to be buyers and repeat buyers of your product.
You may assume that people are always inclined to buy whatever is on your showcase but most times customers are wired to act all human. After all, they are human. By this, they follow their prompt rational or logical nature in them to make a purchase.
In this article, I will show you how to influence a buying decision from the psychological and emotional triggers of Dale Carnegie’s best-seller book, “How to Win Friends and Influence People”.
You may think that it’s a hard nut to crack but that’s only plausible if you have not mastered the art of persuasion and influence.
1. Think about it. What do your customers want?
“personally, I am very fond of strawberries and cream, but I have found that for some strange reasons, fish prefer worm. So when I went fishing, I didn’t think about what I wanted. I thought about what they wanted. I didn’t bait the hook with strawberries and cream. Rather, I dangled a worm or grasshopper in front of the fish and I said, ‘wouldn’t you like to have that’? Why not use the same common sense when fishing for people?”
– Dale Carnegie: How to Win Friends and Influence People.
So, I ask, what kind of salesperson have you been to your consumers?
As humans we like to think that other humans think certainly like us and have the same spurred desired, therefore, what we want, others too should want it. But apparently, it doesn’t happen that way even in the market place.
Knowing your customer’s preference isn’t optional, it is key. When next you try to sell, don’t sell what you want… rather, what they want.
One proven tactic to know what a customer or prospect wants is by listening.
When a customer walks into your selling space; engage them in conversations that make them feel good about their intended buying decisions.
Listen to their preference of what they want, the color that they’ve always preferred, why they prefer a tumbler to a jug, etc…
This is why it is imperative to know that…
Your customer is not a moron. She’s your wife. She wants to be listened to.
The keyword is to listen first, then proffer solution.
And you should be able to proffer a solution when they are indecisive about a choice to make.
Even as it’s okay to be of help to them, you should massage their egos, and give them the power to make a choice. Humans want to be in charge. They want to be in control of their choices and buying decisions.
And in the act of proffering solutions, derail from the act of pushing choices or product down their throat, in fact, that will be a huge turn-off.
So, why always talk about what you want as a salesperson? That’s absurd. You are only interested in what you want. Your customers are just like you. They are also all interested in what they want, too. We are all selfish humans in the business of getting all we want and that’s not going to get you any sales.
2. What’s in it for your customers?
“arouse in the person an eager want. He who can do this has the whole world with him. He who cannot, walks a lonely way”
– Dale Carnegie: How to Win Friends and Influence People.
As humans, we love to exercise our free will. People want to exercise their right to choose and this is why you should blow the fan… exercise your power as a salesperson. using this trick.
Even as humans, we keep asking ourselves questions before taking certain steps in our lives. Questions such as:
· What’s in it for me?
· Why should I go down this lane with you?
· How does this affect me?
· Why should I trade my money with you?
But as a salesperson, these questions should be directed to your consumers.
· What’s in it for my customers?
· Why should my customer buy from me?
· How can I fan my customer’s ego to make them buy from me?
· Why should my customer be interested in this product?
· How can I make this product more desirable for my customer?
This means as the urge to answer these questions, get a story-board, draw the lines, and connect the dots to your customers and ways you can appeal to them.
What motivates these customers to make an instant decision and how can you arouse an eager want in them?
Make them feel something is missing out if they don’t purchase this product. That’s it.
One profound way to do this is to explore the benefits… share amazing testimonies… tell them how after usage of such a product will give them peace. By peace, I mean, either to cut costs or to improve life’s efficiency or to explore and save time.
“if there’s anyone secret of success, it has to be the ability to get another person’s point of view and see things from that person’s angle as well as from your own. Put the other person’s wants on your own, and convince them how they can benefit.”
3. Spin their emotions. Massage their ego.
“when dealing with people, remember you are not dealing with creatures of logic, but with creatures bristling with prejudice and motivated by pride and vanity.”
People make a buying decision based on emotions but use logic as an instrument to justify their purchase. And this is why it is necessary to horn on this human emotion – feeling of importance. People have various reasons why they want to buy a product. And most of these reasons bristle with emotions. they want to buy a product to flaunt to friends, to raise their social status, for self-esteem, and to dangle in pride, etc.
If your product can indirectly pass this message discreetly and back it up with logical reasons then, that my friend, puts you on the right path.
“you sell on emotion, but justify a purchase with logic”
Joseph Sugarman, JSadweeks copywriting.
When should salespeople speak to their customer’s emotions?
Selling to the rational and logical aspect in humans lead to analysis paralysis, especially for complex products or services. And yet many of us as salespeople continue to market to Mr. logic.
We can’t imagine that our customers will make a buying decision based on emotion because we have come to terms that our emotional decisions are irrational and irresponsible.
Harvard Business School Professor, Gerald Zaltman says that 95% of our buying decisions take place unconsciously- but why, then, are we not able to look back through our decision history, and find countless examples of emotional decisions? Because our conscious mind will always make up reasons to justify our unconscious decisions.
Rather than thinking of the emotional mind as irrational, think of it this way: an emotion is simply the way the unconscious communicates its decision to the conscious mind.
The conscious mind is our logical thinking. Learn how to use emotional as well as logical tools to influence a buying decision. That is to say, indirectly, you’ve got the power and that’s the secret your customers don’t know about. Maximize it.
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