4th Must – The prospect must like the sales person
How many times have your purchased something from someone you didn't like or even made a decision almost spitefully not to buy from a person who rubbed you up the wrong way?
For some, connecting and building rapport with a prospect is easy and it comes naturally (be careful not to over do it too!). For others though it takes time to develop these skills until they become 2nd nature.
Neuro-Linguistic Programming (NLP, the language of the brain) is fantastic way to strengthen your connections and something I highly recommend you study.
Other simple things you can do include;
1. Be interested not interesting, in other words make it all about them.
2. Remembering and using the persons name in the conversation.
4. Have good eye contact.
5. Match and mirror subtlety the person’s body language and voice tonality.
6. Don't start your sales process until you either find common ground with them (eg. Hobbies, interests, kids etc) or share a laugh.
The 5th Must – The prospect must see value for their money.
Everybody has a hierarchy of unique values, things and people that are most important to them, which they are most emotional about. Sales are 80% emotion and 20% logic. So fundamentally we must be able to communicate how our product or service will fulfil what is most important to them.
Fundamentally in the sales process, once you have ticked the above Must boxes, now it's time to ask them a series of questions to establish what is most important to them. Generally speaking there are 7 areas that humans values are allotted;
1. Family – spouse, children, siblings and parents and what relates to their interaction (or not) with these people
2. Work – what they do for a living
3. Physical – their appearance and vitality.
4. Learning – what is most important to them to learn more about or apply what they have already learned.
5. Social – their influence and networks beyond their family and how they interact and engage with them.
6. Spiritual – If they have a sense of a higher power and what role that plays in their life.
7. Financial – how they spend or invest their money in these 7 areas.
Once you are clear on what is most important to them in their lives, now you are in a position to explain how your product or service will be of benefit to them in the areas that are most valuable to them.
For instance, let's say that you sell security doors. You have a prospect that you have been talking to and you work out that their family, in particular their children are very important to them. You will then explain to the prospect how your product will provide a level of safety for your children to the degree that they find meets what they were looking for.
Now that we understand the process for making a sale, let's now construct a repeatable process to follow that will ensure maximum conversion rates.