Tip of the day: Mind reading

by | Dec 9, 2017 | Musings, Sell Better: Tip of the day

When selling, how often have you heard objections? More specifically, how often have you heard the same objections? Would it be fair to say that you could list five things that your customers say all the time in the process of you selling to them?

Most of the time, we all follow the same script when selling. We know when to pitch, when to ask questions and we know exactly when the customer is going to find something to object to. Since you’re pretty certain what the objections are going to be, how about using your intelligence to disrupt the sale process. Why not try starting your conversation by specifically outlining what the objections are going to be?

The other day I was selling on behalf of a client who sent me to a notoriously challenging prospect. I knew it wouldn’t be easy so I needed to do something different. I used a reverse-objection tactic to disrupt the sale and get his attention, I turned the conversation on its head. I said to my guy, look – I know you don’t think you need this, I know you think it’s too expensive, I know you’ve spoken to all the competitors and you’re happy with what you have right now and I know you haven’t got any time. As it happens, I don’t either but if you can give me just 8 minutes to tell you what’s cool about this – and you disagree – then I promise you’ll never get a call from us again. If you agree and you want to know more, lunch on you! Whaddya say?

In sales, you’re selling to the part of your customer’s brain that’s on guard the whole time, their inner Caveman. To get past the caveman you need to be non-threatening and non-boring. If you are threatening or boring, your Caveman won’t let any other info get into the brain and will just nod politely to conserve cognitive energy. In the above example, the customer didn’t expect the direct approach voicing all his fears and agreeing with him, he didn’t expect me to respect his time, and he didn’t expect to be told he’d be the one buying lunch. He also got curious – 8 minutes? What on earth is 8 minutes about? So he was piqued, for long enough to let me pitch. And when that happened, so did lunch. So, eventually, did the sale.

It feels odd to do things backwards but don’t be afraid to disrupt the status quo and do something different – you will be rewarded with an uplift in sales. Try it and see! Lunch on me if I’m wrong.

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