What Do You Really Sell?
The Pain and Pleasure of Sales
When I consult with salespeople, I sometimes request what it is that they really sell. Some let me know that they sell "widgets", others let me know that they sell service, and inevitably some let me know that they sell themselves. (I think this is illegal in most states.) Although all these email address details are correct, a slight improvement in perception will skyrocket the sales and explode your pay.
One Monday morning, I awakened and decided which i would go out that day and just watch the pharmaceutical reps in working order. So I went to the busiest medical practioner office in my area.
I walked to the office dressed in jeans including a polo shirt and sat down in the waiting room. Five minutes later, the initial rep came over the door. He walked nearly the window and asked for the doctor. The doctor invited him into the office, the rep pulled out a visual aid and did start to detail (vomit on) a doctor, and I sat there and watched a doctor mentally shutdown. After a 90-second detail, the close: "Doctor, may i count on you to write my drug to your patients with this condition?" The doctor agreed, signed for samples, and went back to seeing patients. This was the format for six from the seven calls which i watched that morning. The seventh rep didn't even ask to see the doctor. Nothing set one rep aside from another.
Selling is a slight-edge activity. In plain english, you only have to be just a little better than the competition to generate the sale. What gives you this edge? Understanding why people do their business. Everything human beings do, they do for one of two reasons: either out of their need to avoid pain or their aspire to gain pleasure. Selling is the procedure of getting your client to clearly associate their most desired feelings, states, or sensations for your requirements and your product. What you actually sell are emotional states. Maybe this sounds too simple, but consider it; Why do you buy the things which you do? You either spend your money because it makes you feel happy or you buy something to stop feeling bad.
For example, Coke doesn't chance a commercial of a soda rep waiting in front of the camera giving a 30-second detail out towards and benefits of Coke. Coke shows 28 seconds of someone famous, something that forces you to feel good, or something that makes you laugh, and then shows two seconds of the Coke logo. Why? Because Coke understands the need for the pain/pleasure principle. Coke links their product fot it same emotional state by flashing their product on screen when the viewer is in the peak of that feeling.
The same pain/pleasure principle is within action when you're waiting in front of a client. Most folks have linked pain to salespeople, because they know it means longer that they'll have to hear a sales pitch. People mentally embark on vacation when a salesperson walks through their door. You shouldn't ever talk about you, your business, or your product till the doctor is in an optimum positive emotional state. Help your client reach that peak state, and show him your merchandise. So, am I saying to prevent "sell" if your client is within a bad mood? That's just what I'm saying. Let your competitors come in and try to "sell" him that day so he links up all his bad feelings because of their product. Timing is everything.
Here a few examples of how to make the pain/pleasure principle meet your needs exactly. In all of these examples, not simply are the peak emotions connected with your product, but they are also connected with you. Soon, your client will probably be inviting you out to lunch, because it makes him feel happy just to have you around.
o Comedy Clubs. Take your client to your comedy club. When he's laughing overtime that he can hardly breathe, slide in a key point of your product. Again, that peak emotional feeling is related to you and your product.
o Magic. Don't just do another learn. Do a magic hour. Take a magician to lunch to you. I've had several people block out on other sales reps in order to have the magician and me for lunch. Every illusion that's performed ends that has a plug for my product.
o Music Concerts. Find out what type of music your clients like. Take the theifs to a concert. When they're singing and dancing around, inform them something about your product.
o About the golf course. The moment the customer has a great drive, his best putt ever, or a phenomenal round of golf, that's when you detail your drug. The doctor is within a peak emotional state, and you show your product. So what goes on when he misses a two-foot putt and throws his putter in water? Immediately say something about your competition. The client will link that negative experience up with your competitor.
o Fun and Games. In our summer, take in Frisbees, balls and bats, and kites. During lunch, take your client and staff outside and also a picnic. Play softball, throw Frisbees around, and fly the kites. During the hour, subtly drop keywords and phrases about your product.
These are only a few of the many ways to acquire your clients to link pleasure for your requirements and your product. What makes sales fun is trying out new things in the field. Take a chance, whilst your career will skyrocket. A client isn't influenced to buy what you're selling on a 30-second, 90-second, or even a 20-minute meeting. People are influenced in the instant that they link more pleasure than pain for a product.
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Bill Gladwell, Hypnotist