Catch The Change On The Move
Tom Hopkins
What is the emotional process that leads to a purchase? It begins with a new development in the buyer's self-image. The buyer sees himself or herself in a new way. If the projected purchase is small, that change need only be small, but if the purchase is a large one in relation to the buyer's income, the change in self-image that makes the purchase possible will be large.
Such a change can come about very quickly. It can take place within a few minutes...seconds. Champions are adept at spotting these changes in self-image as they occur during sales interviews. They are quick to reinforce the buyer's new idea that he or she can have and enjoy, will look good in and be complimented on, deserves, needs and is worthy of the marvelous new goodie they like.
When you see that hang-back eagerness, reinforce their self-image. Do that and they won't just like your product, they'll want it, need it, realize they can't get along without it-and then they'll buy it.
A few words of caution are in order here because this is selling's most common and most abused technique. It's sad when a fine technique is beaten into a total turnoff by total insincerity and carelessness. It requires attention. It requires discipline, but given that, it delivers the results. Here's how to do it:
First, be genuinely interested in doing your best for the customer and show this interest by asking questions that will tell you what they're seeking to accomplish...make an intense effort to see the world through your customer's eyes.
Second, use your expertise to guide the customer to the best solution for them that your inventory provides.
Third, wait for positive stimulus from the customer. When you get it, if you believe they've found something that helps them achieve whatever effect they want, reinforce their image about that purchase. Avoid the worn-out phrases they've heard a thousand times. Stay away from words they stopped believing in years ago. Say sincere and positive things that reflect your customer's uniqueness, and you'll not only make that sale, you'll create a client who'll send you referrals and buy from you again in the future. They key is to discipline yourself to wait for the customer's positive input. Unless you do that, you'll find yourself puffing something they don't like, and before you know it, you're caught in a web of obvious insincerity.
This material has been reprinted with permission of Tom Hopkins International, Inc. For more information on these and other sales training materials write: Tom Hopkins International; P.O. Box 1969, Scottsdale, AZ 85252.
