By Steven Imke
Have you ever wanted something so badly that you would do anything to get it? That feeling does not happen overnight; a sales process created that yearning inside you.
In their ground-breaking book, “Rainmaking Conversations” Mike Schultz and John Doerr list 16 research-based and field-tested ways to make your customers reach that level of desire so you can secure new deals, and maximize profits.
- Attention– People are preoccupied and the first step in any sales process is to get their attention. Read my blog post called “How to Use Stories to Create a Great First Impression” to learn how to use the four emotional appeals of Money, Self-Preservation, Recognition, and Romance to snap a person out of their preoccupation and focus on you.
- Curiosity– Once you get the prospect’s attention, you must make them curious enough to want to know more. I recommend you develop a WOW statement to pique their curiosity. The WOW statement comes from the premise that after you deliver your statement, the other party has to respond with “Wow, tell me more.”
- Desire– Desire is the gap between where your prospect is now and where they want to be. This is where a discussion of their return on investment (ROI) comes into play so the customer can see what is in it for him. To intensify their desire, a good salesman knows that he may have to fan the flames of dissatisfaction with the present situation and point out the possibilities your product or service will provide.
- Envy– Envy is the desire supercharger. Envy is when the customer wants something and wants it more when he sees that others have it. He feels an intense desire to obtain it out of the fear that without it, the gap between him and others will widen. It will continue to eat away at him day and night until he gets it.
- Emotional Journey– A goods salesman is a storyteller who can trigger deep-seated emotions and images in the other person. You need to be able to deliver a story that will create a lasting image and emotion in your prospect. As an animal lover, I am deeply moved by animal cruelty commercials. These commercial exemplifies how to create an emotional journey for your audience.
- Belief– The customer can’t remain skeptical about whether or not your product or service will work for them. They have to believe your product or service can and will do what you say it can. They must believe in you. To reinforce this, you must show them that you consistently do what you say you will do and that your brand has a history of success. One way to accomplish this is to provide demonstrations so your customers can see that your product does what you say it will. Another way is to provide testimonials from others as proof of the quality of your services.
- Justification– People make decisions on emotion and justify them with logic. Even if your solution makes logical sense, it needs to be tied to an emotion. Go to the full article.
Source:: Business 2 Community