I ran a sales workshop last week and was again reminded that salespeople don’t sell. They advertise. They get in front of clients and present information. Is that not what advertisers do? Sure, they make the message compelling in a range of ways….but so do advertisers. Selling is ensuring people are driven to take action. That is different from getting in front of clients and presenting information. If it were that simple, companies would simply use direct mail. It would be a lot cheaper!
Many people say that when they make a purchase decision, they weigh up the pros and cons and they make a logical, deliberate choice. Research shows something else. It shows us that ALL people (including analytical, technical people) make decisions emotionally and then justify their YES or NO decision using logic.
Understanding more about how the brain works helps to make sense of this. The right, emotional hemisphere is the side that is driven to change. The left, logical and analytical side sticks with what you know to be true. So, leave it to the left brain and you’d never try anything new. In selling, you have to use right brain communication strategies such as emotion, symbols, stories, pictures, metaphor and intrigue.
Once you capture people’s imagination…..once you move (even disturb) them enough………. and IF your service is the right fit, selling is easy. Closing the deal is harder as there may be a range of others involved in a purchase decision who become involved later in the process and who are in left-brain mode when they go through the supplied information “cold”. Very often at this stage, the sales process grinds to a halt.
The sales process you use therefore depends on the type of service you sell, type pf customers you sell to and time taken from initial contact to transaction completion. Understanding the right/left brain process of decision-making helps you to formulate a reliable sales process. This has given rise to a whole new area of research called Neuromarketing.
Change your sales formula and you will change your results. It was encouraging to watch the salespeople on the course rise to the challenge: how can you disturb your customers sufficiently that they are driven to act, to improve their current position? Having come to the course with the objective of learning how to influence people, they could immediately see the value of this in key relationships in their business (and even home lives!)
We are all highly susceptible to influence. You decide – be the influenced or be the one doing the influence.