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E-ssential
Message # 085:
A manipulative, psychological sales 'trick' you can use.... on yourself!
Note: Here, the term 'prospect' refers not just to potential buyers in the traditional sense, but also to audiences you present to, your boss when you want to pitch an idea, and your significant other when you're trying to agree on a major decision, like decorating your home.
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| This sales 'trick' is covered in greater detail in the latest eLearning Product. Learn more about it here. |
A graphic designer came into my office to discuss enhancements to our Essential Message website. Before I had a chance to open my mouth, she started telling me everything I was doing wrong with the site, and what she would do to fix it. Listening to her, I almost felt like I couldn't do anything right.
It was very demoralizing -- until I politely thanked her and showed her the door.
Do you enjoy being criticized or talking about your weaknesses? Probably not -- and neither does your prospect.
And yet, that's exactly what many people do when they launch right into the problems they solve and how wonderful their product, service or idea is. You might do it without even realizing it.
It puts your customer on the defensive. It makes them think of all the reasons why they don't need you.
That’s why it’s very important to begin every presentation and sales conversation by talking about your customer's strengths.
What's your prospect doing right?
From a psychological point of view, talking about your prospect's strengths makes it easy for the other person to ‘open up’ and feel good about chatting with you. By starting with what they are doing right, you focus the conversation around your area of expertise and establish a good rapport that will be key to maintaining honesty later on, when the conversation turns to the challenges they face.
I am not suggesting that you try to 'butter them up'. The importance of starting with strengths is not just a psychological ‘trick’ you play on your prospect or audience -- it ensures that you also maintain the right frame of mind. You see, it’s highly unlikely that your prospect is a total ‘loser’ with no positive skills, qualities, knowledge or abilities. Truth be told, very few of us can work with people who have no skills, knowledge or basis of success and still help them move to the next level.
If you're like most of the people we help in our Bull Pen or in our corporate workshops, you help people go from good to great, or great to even greater! Chances are, your prospect has already achieved a certain level of success – maybe even enormous success – precisely because they have have done a lot of thigns right.
So next time you're in front of a new potential client, commend them for what they're doing right -- acknowledge what genuinely impresses you about their business. That way you'll ensure that you honor them with the high level of respect they deserve.
And you stand a far better chance of having them return the honor with a sale...
Sincerely,
Who is Michel Neray and What's The Essential Message?
The Essential Message is about discovering your true differentiation and then learning how to communicate it in the most compelling way. But higher sales, greater alignment of sales and marketing and a stronger brand position aren't the only reasons why so many independent professionals, entrepreneurs and emerging companies rave about The Essential Message.
Clients also say that one of the biggest advantages of the Essential Message approach is how it helps them gain the confidence, momentum and resilience that can only come from being absolutely clear about their strengths and unique difference – as companies and as individuals.
The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.)
For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.
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