IT seems society is loosening up; the internet, music, movies, book titles, TV, and texting have created an ‘openness revolution’ not matched since the 1960s.
The recent explosion in popularity (and sales) of the Fifty Shades of Gray trilogy is leading me to believe the world of sales needs to loosen up as well. It’s not that selling is particularly sexy or erotic - but it is definitely emotional. You, the salesperson, enter the sale full of emotion and do your best to transfer your emotion to the prospect - and even capture their emotion. Once there is emotional transfer and emotional agreement, the likelihood of a sale is much higher than a ‘professional’ or ‘manipulative’ approach or presentation.
To understand the concept of ‘Fifty Shades of Sales’ more fully, you have to be aware of the way sales are made. The sale is made emotionally, and justified logically.
You have made a significant emotional investment in the sale. Your emotions rise and fall with the decisions of other people. Sometimes you score, sometimes you don’t. Either way, there’s an overflow of emotional energy.
Customers are also extremely emotional...
• Before they take ownership (need, desire).
• As you’re presenting (risk, doubt, caution).
• When they take ownership (pride, gratification).
• When something goes wrong (fear, anger).
Even price buyers express the (emotional) need, want, or desire to own something.
After the emotional decision is made, then they logically hunt down, justify, or decide on the affordability of the price.
Your challenge is to harness prospect-emotion and create enough of a positive atmosphere and perceived value to purchase from you.
Great news: Your shades of sales are within your total control.
Here are the emotional elements and actions that will create a buying atmosphere...
• Asking emotional questions about their experience and wisdom.
• Your passionate, compelling presentation.
• Your personal, transferable, and consistent enthusiasm.
• Serving because you love to serve.
• Belief that the customer is better off having purchased from you.
• Connecting personally and building meaningful rapport.
• Uncovering and understanding the motive(s) of the customer to buy.
• Making certain that your value message goes beyond your price.
• Wowing the customer as a regular part of the process.
• Reassuring the customer after they purchase.
• Becoming genuinely interested in the prospect (classic Dale Carnegie).
• Doing more than is expected - (classic Napoleon Hill).
• Giving value first - (classic Jeffrey Gitomer).
That’s a sales list of qualities you can sink your teeth into. They’re real, they create emotional engagement, and they can all be mastered.
Take note: You determine your own emotion by the spoken and unspoken elements of who you are as a person.
Here are some elements you must possess to be the master of your emotional self: your internal positive attitude; your self-confidence; the way you present and speak to others; how you earn respect; your peer reputation; your community reputation; your online reputation; and daily random acts of kindness.
And the shade - the degree - of emotion you put into each of these elements will determine the outcome of your sales effort, and your relationship effort, much more than your price, your insincere communication, or your closing tactics.
Beware and be aware: Closing the sale, finding the pain, and manipulation aren’t in the shades of grey spectrum- they’re black. Customers are smarter than that, and they see right through your phony words and process.
Practice safe sales. You got into sales to win, and make income beyond the safety of a salary; you’ll have to take risks, but don’t risk ethical violation of practice, or let your actions threaten your reputation.
Your emotional success and your sales are totally up to you. When you combine and master the elements and strategies above, your outcomes will build your security. That’s an emotion you can be at peace with, and bank on.
Jeffrey Gitomer is the author of The Little Book of Leadership, and Social BOOM! President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at www.trainone. com. He can be reached at 704/333-1112 or e-mail to salesman@ gitomer.com
© 2012 All Rights Reserved. Don't reproduce this document without written permission from Jeffrey H. Gitomer and Buy Gitomer. 704/333-1112 www.gitomer.com.
