The game of cricket has not been the same. The game of 5 days (a test match) now is over within 5 hours (T20) offering more adrenaline rush and a high quotient of entertainment. What worked earlier doesn’t hold well any more. The players who adapt to the new style stay forever and the rest of them perish.
The same is with the game of sales. A lot has changed, we have more sellers which means more choices and that’s where the buyer finds himself in a dilemma. The dilemma gets deeper when everyone claims that they are the best.
So what should you do as a sales professional? What’s your strategy?
Let’s understand the buyer and get inside his brain.
The brain has 3 parts – Logical, Emotional & Survival/ Safety. Science time and again says that we use the survival part of the brain more than the emotional and logical part of the brain, the survival part of the brain is often referred to as the reptilian brain. It only means that even before looking at the features of the product logically the buyer is looking at the factors that make him feel safe.
Now, imagine you are selling the best product and you think no one can ever say no to buying this product. It has all the necessary features, benefits, and advantages, and then to your surprise, you are unable to close the sale. What probably could have gone wrong? What is the reason that the buyer did not buy from you?
If you wonder what safety means, it is simple. Safety to the buyer means 3 things – TRUST, TRUST & TRUST. Now, as a sales PRO, if you do not ensure that the buyer is feeling safe and finds you as his trustworthy advisor, he may choose to buy from someone else.
Now, the biggest question is what makes someone trust you? Let us divide the factors that influence others to trust you into two categories:
1) External Factors – The things the buyer can see, the tangible factors
2) Internal Factors – The things the buyer can feel but can’t see, in simple intangible factors
Following are a few factors that impact your sales without even you knowing many times.
Your appearance matters. We all know, when we go to a premium hotel or a store, we will always have sales representatives who are well-groomed and present themselves with a smile. The way they greet you, the way they escort you and help you make your choices all that matters. You trust them! On the contrary, we see a street vendor who is not well-groomed and is impolite. We argue with them and even if we trust them and buy, we negotiate with them to buy things at a cheap.
If you even for a moment think that our appearance does not really create an impact in the buyer’s mind, you are wrong.
Today in the online world, it matters how you appear on the web. How does your website look? How is your social media appeal?
Your Knowledge: I went to buy a health supplement recently and the first salesman could not really explain adequately and answer my questions. I was wanting to walk back and then another guy walked in. He just amazed me with the knowledge and expertise he had. The way he shared his knowledge as an expert was phenomenal. I was impressed and I trusted him. I was sure I am walking out with what I am looking for. The likely hood of me going back to him is high.
Many of us would have had a similar experience where the sales personnel demonstrated a high level of knowledge and you believed in the person more than believing in the product. That’s the power of knowledge. In fact, in the fast paced world, your knowledge is the new economy.
Your Emotional Connect: No one can ever explain why some people would only buy an expensive iPhone and not any other high-quality phone. Is it the features? Is it the external appeal of the product? Yes, it is all of these and the emotion like status, safety, and security that comes with an iPhone. It is the emotion of the buyer that ways any logical facts and too many of these facts are inexplicable.
While selling your product or service, firstly is your approach emotionally appeal to your buyer, and secondly does your product create an emotional bond with the buyer? If one can ensure that these two are me while pitching a lot can be accomplished.
Can I trust you long enough? In the changing times, durable products and promising service is becoming a distant dream for many. When it comes to Selling, it is not only about making big promises while selling but living up to them when it’s time. Those who go the extra mile and serve always have an edge over those who are looking at short-term gain. That’s exactly why you must constantly ask, am I looking at a one-time consumer or a long-term customer? If the buyer finds you reliable for the long term he would certainly be your customer and not just a one-time consumer.
Sales are the most dynamic and demanding profession of all time. Sales are like the oxygen to any business and hence ensuring that your sales are your top priority and you change with the changing times.
As a sales Pro, be at your best & then keep beating your best!
