Part 7: Selling Is A Psychological Game
57: Creating pressure in words, so that customers experience a feeling of coercion, “intimidation”
All your dreams await you on the other side of your fears. ― Grant Cardone
Customers who appear to be persuasive may be partly
due to the fact that the salesperson is friendly;
But when “friendly is not enough”,
don’t be discouraged, take this as an opportunity to practice your sales skills.
Don’t give up because the customer makes it difficult,
as this will not only not solve the problem,
but you will also make things more complicated and worse.
At this point, learn to “intimidate” them,
force them to accept the transaction.
When meeting the customer’s unwelcome attitude,
the seller can be a little tougher,
because in the transaction,
the seller also has the right to decide.
Some customers scrutinize products unduly,
causing discomfort to the seller.
They want high-quality goods,
but they charge too low a price.
So sellers need to make them understand
that “you get what you pay for”,
in order to produce high-quality products,
you need to put up a high cost,
which leads to an increase in prices.
If the other person is still undecided,
frankly tell them that they should take the time to think carefully
and see you next time.
During the negotiation process,
salespeople need to learn how to “intimidate” appropriately.
Knowing how to apply this method correctly will have a certain motivating effect on the job.
Difficult customers create opportunities for employees to practice
and gain a lot of experience,
especially the ability to persevere and be flexible.
The harder the customer’s question, the richer the experience.
When meeting these customers,
salespeople need to rely on the specific situation to analyze and improvise.
Just say what you know, pay attention to your words,
sometimes soft and hard to negotiate smoothly.
58: Don’t be discouraged by a customer’s rejection
Everyone experiences fear,
but it is how you respond to it
that makes the difference in your life. ― Grant Cardone
When you are rejected by a customer,
look at this problem in an optimistic way,
turning the disadvantages into advantages.
An experienced salesperson will see dissent not only as an obstacle,
but as a positive factor.
In their eyes, every rejection is an opportunity.
It may be because the product is too expensive,
or the customer does not trust the product enough,
or the product does not have after-sales service.
If these customer problems are well handled,
everything will go smoothly.
Great salespeople are those
who see every rejection as an opportunity for success.
Alex is in charge of a stationery store.
Every time he introduced a product to a customer,
he was rejected.
A friend who is also an expert in the field of sales gave him advice:
“First you have to find the right customer.
For example, your stationery is only suitable for families with children going to school
or cultural institutions.”
Alex said, “I keep looking for these people,
but they always say there’s no need.”
The friend laughed: “They said you don’t need to go?
Shouldn’t you at least ask why they refused?
Knowing the reason, his business is already half successful.
If they say it’s expensive,
convince them that you get what you pay for;
If they don’t trust the quality of the product
then make sure the product comes with a 1 year warranty.
If all of the reasons they gave could be solved by you,
what problem would stop them from buying from you?
You have to try to turn a rejection into an opportunity if you want to succeed.”
When rejected, the salesperson should not be discouraged but give up.
You need to consider it a normal thing to always be mentally prepared to receive them.
However, behind every rejection lurks countless opportunities.
Finding the cause of the rejection and then dealing with it,
turning the rejection into acceptance is a trait that every great salesperson should have.
Salespeople who are good at handling objections often apply two big rules:
1. Eliminate all worries:
Salespeople need to prepare the mentality of “failure is the mother of success”.
After each failure, find the reason for the failure or rejection
and then find a way to deal with it.
Accumulating a little experience every day will help the salesperson add skills,
foster how to deal with rejections, and improve the success rate of the transaction.
2. Moving forward with firm will:
For customers, salespeople are unfamiliar people,
so precaution is inevitable.
Therefore, harsh words or outright refusals are understandable.
When encountering situations like this,
the seller must maintain a calm attitude,
understand the customer’s psychology,
find ways to dispel the customer’s exclusion and precaution,
and at the same time sincerely introduce the product with a clear way to earn their trust.
In the field of sales,
every failure is a valuable lesson,
every rejection is also a stepping stone to get closer to victory.
Do not be discouraged by the rejections,
find out the cause then use the most suitable solutions to achieve efficiency in every transaction.
59: Let customers take the initiative
Money is simple. Buy cash flow producing assets. ― Grant Cardone
During the sales process,
the seller usually have to hear complaints from customers,
in fact, it’s just an excuse for them to refuse to buy the product.
Salespeople should correctly recognize these points,
avoid losing customers
or falling into their traps, straying from the sales topic.
“The speed is not good”,
there are salespeople who,
at the beginning of the meeting, immediately make an offer to buy.
Such an opening would be easily offensive.
Customers will think that you just want to make money quickly,
so they rush to “pull” them to buy the product.
In fact, if salespeople rely on confidence alone,
it is not enough that they need to observe the actual situation
to make the correct decision,
do not rush to hope for success.
Statistically, 92.7% of America’s top salespeople are female,
a percentage that shows that women’s hallmarks patience, meticulousness,
and flexibility are some of the advantageous advantages in the sales area.
Every customer wants to be served instead of being hunted and forced to buy.
Haste only spoils things, although in fact,
there are inevitably times of difficulties and obstacles,
but at such times, salespeople need to calmly handle the problem,
only then can they achieve it and sustainable success.
Salespeople should change their habits;
psychological adjustment; attention to emotions;
Maintain composure at work.
Each customer has their own judgment and the seller needs to be patient,
on the one hand respect the customer,
on the other hand show himself as a calm person,
and at the same time avoid unnecessary mistakes in the transaction process.
Give customers enough time to consider,
do not interrupt, urge them to decide;
Even if you are refused, you should not handle it too emotionally,
such as expressing anger at guests
or uttering rude words that make you “lose points” in the eyes of customers.
The distance between the seller and the buyer can give rise to disagreements.
To remove customers’ doubts,
sellers need to avoid conflicting and offensive words in communication;
From language to actions, attention must be paid to creating a strong influence,
affecting customers and those around them.
When talking with customers,
salespeople need to understand their requirements and consumer psychology.
Salespeople must always tell themselves to control their emotions, remove anxiety,
keep their mood stable,
and avoid negative emotions that create undesirable results.
For customers to be more open,
you need to put yourself in their shoes, think according to their thoughts.
You can judge customer psychology through:
1. Eyes, to know what customers think.
2. Sound, to know what the customer is like.
3. Costume, to analyze the customer’s situation.
4. How to communicate, to know what customers want to buy.
Salespeople need to equip themselves with patience and energy,
but most importantly, stability, so as not to rush to seize success.
If during the sales process,
the customer is always in a passive position,
it will be very difficult for the salesperson to act.
At such times, salespeople need to try to provoke customers to ask questions,
get them involved in the buying and selling process.
60: Bargaining Strategy
Success is not something that happens to you.
It’s something that happens because of you
and because of the actions that you take. ― Grant Cardone
Negotiation is a battle without a sword but also extremely fierce.
In negotiation, salespeople need both experience and wisdom to achieve their negotiating goals.
“One step back, many steps forward” is also an effective strategy on the negotiating table.
If in the process of negotiating a deadlock situation,
the salesperson should avoid using extreme words to lash out at the other party but must be patient.
The time of quotation will greatly affect the negotiation results.
The party who quotes first will create a scope for the negotiation,
creating a certain influence on the psychology of the other side.
Moreover, a quotation that exceeds the other party’s expectations can cause them a serious attack.
Whether the quote is before or after has a huge impact.
Quoting in advance will give the opponent the opportunity to pressure the price;
If you don’t know the price, it’s easy to fall into a passive position.
New salespeople also need to consider the following quotation based on the specific situation.
The following quotation will have an advantage in adjusting their prices,
thereby controlling the situation.
Before or after quotation has its own advantages and disadvantages,
so which order of quotation should sellers follow?
Usually, when one side is in a favorable position in the negotiation,
that party will have the upper hand to bid first.
If both are in a state of balance,
the negotiation will definitely take place extremely intense,
you should quote in advance to take the initiative.
If you are in a more disadvantageous situation,
especially if you are inexperienced in negotiation,
you should quote later,
through the opponent’s price to find out more in order to adjust the price you offer.
Before and after quotes do not have special requirements,
everything must be based on the circumstances to improvise.
Salespeople who are inexperienced when quoting need
to pay attention to the opportunity to set a price.
During the negotiation process,
the new employee should talk about the advantages of the product first
and then mention it selling price and finally falling price.
Selling is like fighting, withdrawing at the right time to go further.
New salespeople who master this skill will have an advantage in controlling the negotiation situation,
in which setting a price is a very important link of success or failure.
61: Use consumer habits to guide customers
The major difference between successful
and unsuccessful people is that the former look for problems to resolve,
whereas the latter make every attempt to avoid them. ― Grant Cardone
Every customer, more or less, will have some kind of habit of thinking that governs their decisions.
Salespeople need to take advantage of this habit to lead customers to the results they want.
Max is a salesman for an audio equipment company.
One day, a customer came to buy a set of speakers.
Max played it for a guest to hear.
The customer pondered for a while and then said:
“This sound must be missing something,
the lows are not strong enough, and there is also noise.”
Seeing the customer’s suspicions,
Max immediately stopped the machine,
took out the disc to examine it, and told the customer,
“Your audio is amazing.
This is a pirated disc.
In preparation for the test,
we prepared two plates so that the customer can tell the difference.”
Then Max turned on another record and said,
“Look, the sound quality is much better this time.”
Customers who listen to Max’s introduction are very satisfied,
“This disc has a different effect.”
In the end, he decided to buy the other set of speakers.
Habits of thinking can influence the tendency,
degree, and mode of action.
Salespeople can ask customers many questions to take advantage of their habit of thinking.
Counselor: “Hello sir. May I ask if your company is currently recruiting for any position?”
Client: “We are looking for an electrician.”
Counselor: “How long has this position been vacant for you?”
Customer: “About half a month.”
Counselor: “It’s been so long and you’re not worried?”
Client: “No, my director didn’t mention it either.”
Counselor: “Your director didn’t ask,
maybe because there are too many things that you don’t have time to pay attention to.
But if there is a problem or broken electrical equipment,
how will the company handle it?”
Customers began to look confused.
Consultant: “Sir, I know you always do an excellent job in every task
that makes your director very happy.
But there are many unfortunate things that happen,
such as if there is an accident in the factory,
but there is no timely electrician to fix it,
it will definitely affect your work.
In my opinion, you should take the initiative to quickly find an electrician
to avoid unnecessary risks.”
Customer: “What you say makes sense.”
Counselor: “So I’ll arrange a recruitment session for you this Friday, how do you feel?”
Customer: “Okay, thank you.”
Consultant: “Yes, then please pass the relevant documents to me,
I will publish it, help you recruit the best people.”
Many of our decisions are made by the influence of habits,
and shoppers are no exception.
Therefore, you need to make good use of their thinking habits.
62: Stimulating customers’ excitement
There are three steps to wealth:
First you have to make money,
then you have to keep it,
then you have to multiply it. ― Grant Cardone
Salespeople can also rely on this psychology to convince customers,
close the gap between the two sides, take one step further in the business path.
Ever since Momofuku Ando came up with the idea of the world’s first instant noodle package,
Japanese instant noodles have wanted to enter the US market.
But it is still a new product to the US market, so it is difficult to accept.
However, after studying Americans’ preferences,
Ando discovered that the need of most Americans is to lose weight.
Low-calorie instant noodles fit this requirement very well.
Ando shortened the noodles to match American eating habits;
make the broth taste more American-friendly;
At the same time, creating “cup noodles” suitable for the habit of eating with paper cups.
Thanks to the anticipation of customer preferences,
Japanese instant noodles have entered the US market and are well received.
Ando’s strategy of capitalizing on customer preferences has created new markets.
This strategy also applies to communication.
Psychologists have found that similarity is an important factor in drawing people together.
It includes similarity in terms of age, gender, social status, financial situation,
cultural background, occupation, interests, attitudes, etc.
The common ground between people easily makes their relationship harmonious.
So do salespeople and customers.
If the two sides do not have a common voice,
it will be difficult to talk, let alone cooperate.
If the salesperson can actively grasp similarities with the customer to discuss their interests,
it will create a good impression between the two,
creating momentum for success in the transaction.
Anyone who has ever come in contact with President Roosevelt knows his wisdom.
Very simply, because before meeting someone,
he often spends time reading and learning about that person’s interests.
In the field of sales, too, an excellent salesperson must be an “Encyclopedia”.
The more knowledgeable salespeople have,
the more opportunities they have to find common ground with customers,
empathize with both sides, and close the gap.
Ways to help arouse the interest of customers are diverse,
but no matter what method you use,
you still have to attract the focus, attention, activeness in listening of customers,
have such communication in new high efficiency.
When you want to discuss with customers,
it is necessary to stimulate interest in the topic with guests,
then find the similarities between the two parties.
Cleverly integrating techniques into the conversation to positively influence customer psychology.
The right questions create the advantage of closer contact,
arouse customers’ curiosity and influence their desire to listen.
63: Making customers unable to refuse
Never reduce a target.
Instead, increase your activity.
If you start rethinking your targets,
making up excuses,
and letting yourself off the hook,
you are giving up on your dreams. ― Grant Cardone
Former GE CEO Jack Welch once said,
“People in sales always have to be friends with rejection.
Those who win rejection are successful salespeople.”
In the sales process, from the beginning to the introduction of the product
and the signing of the contract,
there is always a risk of rejection lurking in every detail of the sale.
The purpose of selling is to turn rejection into acceptance.
When faced with a customer’s rejection,
the salesperson needs to know the reason for the refusal to find a way to break the situation,
get the customer to agree and close the deal successfully.
In fact, for customers who often make excuses,
the probability of a successful transaction is quite high.
Salespeople only need to grasp the standard of the audience, skillfully lead,
use your irresistible enthusiasm with absolute sincerity to influence customers,
turn around the customer’s refusal attitude.
In a transaction, customers tend to be afraid to refuse outright,
disappointing the other party,
so they will say good-faith statements like,
“This item is good,
but I don’t need it right now, that’s for later.”
Thus, if the salesperson does not understand the psychology of the customer
and tries to coax them to buy,
the customer will constantly find new excuses to refuse.
The seller should actively ask the customer the reason for the refusal;
At the same time, standing from the customer’s perspective,
give some reasonable opinions, build trust,
thereby making customers happy to receive you.
A female customer walks into a leather shoe store.
However, this fastidious customer always criticized this type of old,
that type of poor quality, bad color.
However, the sales staff at the store at that time still enthusiastically introduced them without any complaints.
She said softly to the guest,
“I sincerely apologize for wasting your time
and not helping you find a pair that suits you.”
The other guest felt very guilty,
because she actually chose a pair she liked,
but the price was too expensive,
so she tried to find the fault,
and finally discovered the inner skin of a pair of shoes with cracks.
The quick salesman explained that it was because of the leather material,
and that it did not have any effect on the quality of the product:
“The quality of my shoes is absolutely guaranteed,
the price has also decreased a lot.
Moreover, this small stretch also does not affect the appearance.
However, I will consult the manager to see if there is a better price for you,
because it seems to me that you really like these shoes.
I can’t be sure, but I’ll do my best.”
Moments later, the female employee came back
and announced that the manager had agreed to her proposal.
The customer was really touched by the sincerity of that salesman and since then,
she has become a loyal customer of this store.
When faced with countless customer reasons,
sellers do not rush to assume that it is product rejection.
For customers who can’t make a decision,
salespeople first need to learn how to talk to them,
then learn their personality traits,
find out why they are hesitant,
find the breaking point.
Break down to eliminate the customer’s reasons for refusal
and gradually make them accept the product.
64: Listen attentively, grasp the shopping needs of customers
Set no targets and you will get nowhere. ― Grant Cardone
If customers do not have a positive reaction to every product you offer,
you need to persist in persuading,
stimulating their curiosity and desire to buy.
If the customer has clearly stated their requirements,
show that you can give them the product or service they need,
making them happy.
An American car company needed a batch of carpeting.
Because this is a large order with high profit,
many manufacturers have fought fiercely to seize this opportunity.
In the end, three companies with similar capabilities made it to the final round,
in which, one company was represented by Harry,
who worked very seriously, carefully and had quick communication skills.
During the meeting,
in order to make a good impression on the other car company,
the representatives of the other two companies were very active
and enthusiastically introduced their company’s product models.
When it was Harry’s turn, he didn’t say anything,
just bowed slightly to everyone,
then handed a note to the person in charge of the car company that said: “Pardon me.
Hey, today I lost my voice, couldn’t talk, affecting everyone.
I have sent you the documentation of our product.
I would be very grateful if anyone could help me introduce them.”
The person in charge of reading it went back to look at the document,
and at the same time introduced everyone to Harry’s products
and related documents.
Harry finally won the contract.
Why so? Because Harry’s document has shown all the very clear advantages and disadvantages of the product,
presented briefly and concisely and most importantly,
it is presented based on the understanding of 3rd parties
and especially helps to save money and save a lot of time.
For salespeople, it’s important to get customers to communicate and listen to them.
When the other party shares information or makes a request,
the salesperson needs to focus on listening.
Record important words,
paying attention to eye contact with the other person.
Subtly stop the guest’s words when he wants to repeat his point of view,
confirm with the other party whether it is right or wrong.
A good listener needs to have a careful attitude,
add more when needed.
The most typical gestures are nodding and smiling.
During the sales process, let the customer share more,
so you can be aware of the buyer’s thoughts and concerns.
The first meeting needs to know what customers think,
what they like and lead them to express more.
The more they talk, the better chance you have of getting to know them,
which has a positive effect on the final transaction.
In addition, thanks to that,
you know the problem so that you can focus on the advantages of the product,
reinforcing the customer’s purchasing decision.
To listen to customers, salespeople need to pay attention to:
1. When listening, it is necessary to
consider and consider the meaning of words with full force.
2. Need to listen patiently.
Since it is the best expression of respect,
it is very helpful in strengthening the relationship between two parties.
Stand on their perspective to see things,
do not rush to argue but try to understand the intentions of the other party;
receive opinions and care about customers;
Enthusiastically help them find the right path.
3. Not only listening attentively, but also giving feedback.
You can change your expression based on your opponent’s changes;
simple compliments or affirmations at the right time.
That way, new customers will feel that you respect them,
thereby willing to express their views.
4. Clarify customer intent.
Salespeople, in addition to listening and giving feedback,
also need to clarify their own views.
However, salespeople must know
how to control their emotions and avoid expressing excessive ego.
Salespeople need excellent speaking and listening skills.
Good listeners will have a cautious and respectful attitude towards others.
And of course, capturing their psychology is also an extremely complicated process.
But no matter how complicated,
salespeople also need to hone their ability
to grasp the psychology of customers to stimulate their buying and selling needs.
65: Create a positive atmosphere that customers can’t refuse
Rich people don’t get rich by accident and poor people don’t stay poor by accident. ― Grant Cardon
In life, many people are silent,
but exude an aura that is enough to make others feel respect,
respect and trust.
A person’s inner qualities are reflected in his outward appearance,
which has a profound effect on others.
It shows whether you are confident or self-deprecating, assertive or hesitant.
That not only affects other people,
but can also be taken advantage of and controlled by people.
When meeting customers,
the salesperson must show himself as a confident, determined, serious
and careful person instead of a sloppy, sloppy, arbitrary person.
A salesperson needs to lead the customer to follow him to facilitate the sales process.
We humans are often very easily influenced by others.
This characteristic explains why we are more receptive to outside opinions,
and equally capable of making decisions.
Sales is a negotiation.
In negotiation, you must fulfill your negotiating role.
To prevent your customers’ thoughts from influencing your decisions,
force them to follow your mindset.
A smiling face is a beautiful face.
A smiling heart is a happy heart. — Dr. T.P.Chia