Have you ever been browsing in a retail store only to be accosted by an assistant eager to engage you and your wallet? In this situation, how do you normally react?
“Thanks - I’m just browsing.”
“I’m okay, really.”
“Please leave me alone.”
The last line is too rude for most to say out loud, but that doesn’t mean you never thought it. Our first reaction to sellers is usually to push them away. Interestingly, this is not because we would never consider buying anything. After all, why browse in a shop if the idea of buying is abhorrent to you? Which begs the question: what’s really going on, and how can we as sales people avoid the inevitable shut-down?
In this first of a two-part series on sales and persuasion, I will share three tips with you that will help you in your endeavours to persuade your audience to think, feel and do what you want them to…
Six weeks ago, I received a call from a Broadband provider and the conversation went something like this:
Caller: “Hello. I’m calling from Acme Broadband Services. Because you are a valued mobile phone customer I can offer you a package deal with broadband.”
Me: “I already have broadband, thanks a million.”
Caller: “Okay, but with our package you can save 30% on your cost.”
Me: “I’m in the middle of a contract at the moment.”
Caller: “How much are you paying for your current service?”
Me: “Look, I’m really happy with the service I have now. I don’t want to change.”
I’ve shortened the conversation (it went around in circles for a few minutes before they finally set me free) but you get the idea. The problem with this kind of sales approach is that it’s very clear that the seller has no interest in understanding or listening to me. And they are obviously reading from a script! It’s also clear that I’m merely one number on a massive list. How does it feel to be a statistic? Not very inspiring, eh?
If you want to persuade, the first thing to do is listen. It is amazing how many speakers don’t have a clue how to listen, but it’s my top tip for today.
How can a public speaker listen? By asking questions… and listening to the answers! It’s not as easy as you think. When others are speaking, most people tend to fill their minds with their own beliefs, biases and points of view. They selectively listen. As Simon Sinek once said, “There is a difference between listening and waiting for your turn to speak.”
The most successful presenters know how to ask the right questions to generate rapport with their audiences. Which leads me to the second important tip… understand!
It’s not enough to listen, but to truly understand who your audience is. The best persuaders can quickly surmise their audiences’ priorities, needs and goals. The 2001 World Champion of Public Speaking, Darren LaCroix once said to me, “You must follow the thought process of your audience. In other words, as I speak, it is important that I understand what I’m leading my audience to think, feel and do.
Let’s take the above phone “conversation” example. I will go through it again, and add in my own mental reactions to each statement as they occur…
Caller: “Hello. I’m calling from Acme Broadband Services.”
<Oh God, another sales call. It’s really inconvenient because I don’t have the time for this.>
Caller: “Because you are a valued mobile phone customer I can offer you a package deal with broadband.”
<Don’t they realise I’m already signed up to a service? Probably not. I better explain…>
Me: “I already have broadband, thanks a million.”
Caller: “Okay, but with our package you can save 30%.”
<Here we go!!! You’re not listening to me. Why would I want to sign up to something I’m already getting from someone else? Don’t they realise I’m in the middle of a contract? Probably not. I better explain…>
Me: “I’m in the middle of a contract at the moment.”
Caller: “How much are you paying for your current service?”
<What’s that got to do with anything? Now they want my personal information. This is arrogant. And how do they know if I even want to change? It’s not all about money you know. I better explain…>
Me: “Look, I’m really happy with the service I have now. I don’t want to change.”
<I want out of this call. Help!!!>
When I add in my own thought process, it’s easy to understand the mistake the seller is making. Unfortunately, the caller would only ever gain these mental insights if he actually listened and tried to understand my priorities, needs and goals.
This situation is all too common. Callers from so-called professional organisations push scripts at their would-be customers and end up breaking rapport instead of building it. What baffles me is that these companies would allow this behaviour to continue. Why not train your employee to listen and understand, by asking questions and at least attempting to get to know the person at the other end of the phone? The truth is, these companies are too lazy, and the callers are not brave enough to try a simple human connection. Instead they rely on sales through brute force. It’s not good enough!
Let’s imagine how the caller might approach the situation if he attempted to listen and understand…
Caller: “Hello. I’m calling from Acme Broadband Services.”
<Oh God. Another sales call. It’s really inconvenient because I don’t have the time for this.>
Caller: “I’m sure you are probably busy and you weren’t expecting this call, so I won’t take up more than a minute of your time if that’s okay, but I have something that may be of interest to you.”
Me: “Okay, I have a minute.”
<Note: I am now listening!>
Caller: “Would I be right in saying you already have Broadband?”
Me: “Yes, that’s right.”
Caller: “Are you happy with your service?”
Me: “Yeah, sure. It’s fine.”
Caller: “Great. Well, there’s no point in changing if you are happy, but the reason for my call is that, because you are a valued mobile phone customer I can offer you a package deal with our broadband service.”
Me: “But I’m in the middle of a contract right now.”
Caller: “Ah, I understand. Our broadband service has many benefits and features that you may not be aware of, but there’s no point wasting your time with them today. Would it be okay if I contacted you the next time your contract is up for renewal? At least you’ll have another service to compare with when the time comes. Then I can take you through our service in more detail, and you can make a decision in your own time after that.”
Me: “Sure, that would be great.”
<Wow, this caller is accommodating and helpful. This is a rare and novel experience. Now I can’t help but wonder what those features and benefits are. Damn you, you smooth talker!>
I cannot guarantee the conversation will always go like this (and of course people’s current service experience, contract renewal date and general mood will vary) but you get the idea.
Did you spot the hidden bonus from listening to me? Here it is… By listening to me, I’m more likely to listen to you! And now you can adapt your sales pitch to suit me instead of treating me like a statistic.
The late great motivational speaker Zig Ziglar once said, “If people like you, they’ll listen to you.”
Showing your audience that you can listen to them is the fastest way to get them to like you. It’s not rocket science, and it can apply to any public speaking scenario where you aim to persuade your audience to think, feel or do something… unless for reasons beyond your control it’s impossible… which leads me to my final tip…
Don’t sell to the unsellable!
There are many reasons why people are unsellable:
The list goes on. There is no harm in finding out if you are speaking to an unsellable person. If you are presenting to an audience, you can even address the “unsellables” directly. It might seem like a waste of breath, but it demonstrates authenticity and helps to develop trust with your entire audience.
It also shows that you respect the “unsellables”. More than once I’ve been pitched by a seller who figured out I wasn’t a potential buyer, only to be shunned by them. It’s rude and disrespectful, and it shows an unattractive mercenary streak.
Connecting with “unsellables” can bring dividends because these people are more likely to sell your message to others who might in potential buyers. Word of mouth doesn’t only work through customers!
To recap:
But there’s more. To listen and understand is to open the door to trust, but that’s only the first step.
I quoted the late great Zig Ziglar earlier, “If people like you, they’ll listen to you.”
However, I didn’t add his follow-up statement, “But if they trust you, they’ll do business with you.”
In part two of this article, you will discover how to develop and foster trust with a new paradigm that’s taking the sales (and speaking) world by storm. Stay tuned.
“Thanks - I’m just browsing.”
“I’m okay, really.”
“Please leave me alone.”
The last line is too rude for most to say out loud, but that doesn’t mean you never thought it. Our first reaction to sellers is usually to push them away. Interestingly, this is not because we would never consider buying anything. After all, why browse in a shop if the idea of buying is abhorrent to you? Which begs the question: what’s really going on, and how can we as sales people avoid the inevitable shut-down?
In this first of a two-part series on sales and persuasion, I will share three tips with you that will help you in your endeavours to persuade your audience to think, feel and do what you want them to…
Six weeks ago, I received a call from a Broadband provider and the conversation went something like this:
Caller: “Hello. I’m calling from Acme Broadband Services. Because you are a valued mobile phone customer I can offer you a package deal with broadband.”
Me: “I already have broadband, thanks a million.”
Caller: “Okay, but with our package you can save 30% on your cost.”
Me: “I’m in the middle of a contract at the moment.”
Caller: “How much are you paying for your current service?”
Me: “Look, I’m really happy with the service I have now. I don’t want to change.”
I’ve shortened the conversation (it went around in circles for a few minutes before they finally set me free) but you get the idea. The problem with this kind of sales approach is that it’s very clear that the seller has no interest in understanding or listening to me. And they are obviously reading from a script! It’s also clear that I’m merely one number on a massive list. How does it feel to be a statistic? Not very inspiring, eh?
If you want to persuade, the first thing to do is listen. It is amazing how many speakers don’t have a clue how to listen, but it’s my top tip for today.
How can a public speaker listen? By asking questions… and listening to the answers! It’s not as easy as you think. When others are speaking, most people tend to fill their minds with their own beliefs, biases and points of view. They selectively listen. As Simon Sinek once said, “There is a difference between listening and waiting for your turn to speak.”
The most successful presenters know how to ask the right questions to generate rapport with their audiences. Which leads me to the second important tip… understand!
It’s not enough to listen, but to truly understand who your audience is. The best persuaders can quickly surmise their audiences’ priorities, needs and goals. The 2001 World Champion of Public Speaking, Darren LaCroix once said to me, “You must follow the thought process of your audience. In other words, as I speak, it is important that I understand what I’m leading my audience to think, feel and do.
Let’s take the above phone “conversation” example. I will go through it again, and add in my own mental reactions to each statement as they occur…
Caller: “Hello. I’m calling from Acme Broadband Services.”
<Oh God, another sales call. It’s really inconvenient because I don’t have the time for this.>
Caller: “Because you are a valued mobile phone customer I can offer you a package deal with broadband.”
<Don’t they realise I’m already signed up to a service? Probably not. I better explain…>
Me: “I already have broadband, thanks a million.”
Caller: “Okay, but with our package you can save 30%.”
<Here we go!!! You’re not listening to me. Why would I want to sign up to something I’m already getting from someone else? Don’t they realise I’m in the middle of a contract? Probably not. I better explain…>
Me: “I’m in the middle of a contract at the moment.”
Caller: “How much are you paying for your current service?”
<What’s that got to do with anything? Now they want my personal information. This is arrogant. And how do they know if I even want to change? It’s not all about money you know. I better explain…>
Me: “Look, I’m really happy with the service I have now. I don’t want to change.”
<I want out of this call. Help!!!>
When I add in my own thought process, it’s easy to understand the mistake the seller is making. Unfortunately, the caller would only ever gain these mental insights if he actually listened and tried to understand my priorities, needs and goals.
This situation is all too common. Callers from so-called professional organisations push scripts at their would-be customers and end up breaking rapport instead of building it. What baffles me is that these companies would allow this behaviour to continue. Why not train your employee to listen and understand, by asking questions and at least attempting to get to know the person at the other end of the phone? The truth is, these companies are too lazy, and the callers are not brave enough to try a simple human connection. Instead they rely on sales through brute force. It’s not good enough!
Let’s imagine how the caller might approach the situation if he attempted to listen and understand…
Caller: “Hello. I’m calling from Acme Broadband Services.”
<Oh God. Another sales call. It’s really inconvenient because I don’t have the time for this.>
Caller: “I’m sure you are probably busy and you weren’t expecting this call, so I won’t take up more than a minute of your time if that’s okay, but I have something that may be of interest to you.”
Me: “Okay, I have a minute.”
<Note: I am now listening!>
Caller: “Would I be right in saying you already have Broadband?”
Me: “Yes, that’s right.”
Caller: “Are you happy with your service?”
Me: “Yeah, sure. It’s fine.”
Caller: “Great. Well, there’s no point in changing if you are happy, but the reason for my call is that, because you are a valued mobile phone customer I can offer you a package deal with our broadband service.”
Me: “But I’m in the middle of a contract right now.”
Caller: “Ah, I understand. Our broadband service has many benefits and features that you may not be aware of, but there’s no point wasting your time with them today. Would it be okay if I contacted you the next time your contract is up for renewal? At least you’ll have another service to compare with when the time comes. Then I can take you through our service in more detail, and you can make a decision in your own time after that.”
Me: “Sure, that would be great.”
<Wow, this caller is accommodating and helpful. This is a rare and novel experience. Now I can’t help but wonder what those features and benefits are. Damn you, you smooth talker!>
I cannot guarantee the conversation will always go like this (and of course people’s current service experience, contract renewal date and general mood will vary) but you get the idea.
Did you spot the hidden bonus from listening to me? Here it is… By listening to me, I’m more likely to listen to you! And now you can adapt your sales pitch to suit me instead of treating me like a statistic.
The late great motivational speaker Zig Ziglar once said, “If people like you, they’ll listen to you.”
Showing your audience that you can listen to them is the fastest way to get them to like you. It’s not rocket science, and it can apply to any public speaking scenario where you aim to persuade your audience to think, feel or do something… unless for reasons beyond your control it’s impossible… which leads me to my final tip…
Don’t sell to the unsellable!
There are many reasons why people are unsellable:
- No money
- They already have a system/product/service that works perfectly
- What you are selling may hinder or harm them in some way
- …
The list goes on. There is no harm in finding out if you are speaking to an unsellable person. If you are presenting to an audience, you can even address the “unsellables” directly. It might seem like a waste of breath, but it demonstrates authenticity and helps to develop trust with your entire audience.
It also shows that you respect the “unsellables”. More than once I’ve been pitched by a seller who figured out I wasn’t a potential buyer, only to be shunned by them. It’s rude and disrespectful, and it shows an unattractive mercenary streak.
Connecting with “unsellables” can bring dividends because these people are more likely to sell your message to others who might in potential buyers. Word of mouth doesn’t only work through customers!
To recap:
- Listen
- Understand
- Don’t sell to the unsellable
But there’s more. To listen and understand is to open the door to trust, but that’s only the first step.
I quoted the late great Zig Ziglar earlier, “If people like you, they’ll listen to you.”
However, I didn’t add his follow-up statement, “But if they trust you, they’ll do business with you.”
In part two of this article, you will discover how to develop and foster trust with a new paradigm that’s taking the sales (and speaking) world by storm. Stay tuned.
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