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Too Much Information
Research indicates that the most common way a salesperson spoils client conversations is by confusing the client. Here's how this happens: you deliver too much information, use terms and references that aren't familiar, or you do a "data dive."
Remember, a confused mind will always say "No." Confusion is uncomfortable and people don't say yes when they're uncomfortable.
Further, most people go into an analytical mind set when they're talking with someone who is a professional in something with which they are unfamiliar. The analytical mind set always says no until it has gathered enough information to make an informed decision.
Speak The Prospect's Language
We honor our clients by presenting information in a way that matches their mental preferences and personality.
If I am a visual person, it is your responsibility to recognize that and explain your product or service in visual language. If I prefer structure and a process, then you should provide the structure or step-by-step process.
To be successful at this, it is vital that you become proficient at reading your clients.
Identify The Real Decision Maker
When you, the salesperson, see more than one client at a meeting, it is your responsibility to connect with each one.
At the very least you must identify the primary decision maker and address him. Never assume you know which person is the primary decision maker. Too often in a situation with a husband and wife, the salesperson will think the husband is the primary decision maker. That can be a big mistake. Give equal attention to each person.
Source: Pam Holloway is a business psychologist and co-founder of AboutPeople, a training and consulting firm that helps companies maximize the people side of business. She is a program designer, author and keynote speaker and teacher specializing in market psychology and organizational dynamics. |