6+1 Rules: The X-Factor in Sales
This month, we are sharing about the x-factor in sales.
Do you know that everyone is a salesperson?
We naturally “sell” our ideas unconsciously. For example: -
We sell our ideas to our husband/wife to convince him/her to buy a brand new 7-seater SUV.
We convince our friends or family members to go to a place where we like.
We present ourselves as an asset during an interview.
We are marketing our products to our potential buyers.
Now, in the corporate setting, as a salesperson, you have a target to be achieved. First things first, let’s look at how to make clients spend money to buy your product or service instead of your competitor’s.
Rule #1 as a salesperson, you must understand your target audience’s INTEREST. As a human, not just children, we have short attention span on things that we are not interested with. BUT, we can stay focus on things that we love for a long time. For example, I don’t quite like reading books, but I love watching movies. Thus, I can only spend less than 30 mins to read, but I can spend a whole day watching movies. If you were selling a pen, you need to know your target audience, how would they like to use the pen;
- is it for writing, then you can sell them a Kilometrico will do;
- or is it for display, then you may have to sell them Swarovski crystal pen;
- some people use it as a status symbol, you should sell them a classic Montblanc then;
The key here is that you will have to find out why they need it for before starting your sales pitch. Because saying the wrong thing will turn them off and you will lose the opportunity before you know it.
Which leads to Rule #2
: if we could CONNECT
to our target audience’s interest and emotion we can sell anything under the sun. Why would you want to buy insurance? The idea was never about protecting you, but protecting your family, your parents, your spouse, your loved ones. Your parents are getting old and they may fall sick one day and you can’t help them when they need medical attention, which you don’t want that to happen.
Your spouse will be alone after your passing, and your spouse will be handling the financial burden alone, are they able to cope with it?
Your children, if one day you or your spouse lose the ability to take care of them, when you are unable to pay their school fees, unable to provide them with necessities, it will be hard to survive.
So, because you care and love your family and want the best for them, you ended up buying a policy with a higher sum insured. Financial Planner and Property Agents are good at this, they are the Master of Concept Selling; connecting the emotions, the needs, the wants and buying power.
That makes Rule #3
when you are talking to your potential buyers helps you to close sales sooner. Do you notice sometimes we ended up buying a lot of items that we do not need and were never on the shopping list? What makes us pay for those items? It was because the salesperson understands our needs and our situation and give us an ideal solution.
For example, weddings. Why do couples spend so much money for a pre-wedding photoshoot when after the wedding they most likely leave the photos in the storeroom collecting dust? It’s because they talk to you, and asks you what you need. Usually they will aim for the brides, because all brides want to look beautiful and flawless, have a dream wedding and keep that memory. And all couples as they start on their journey would like the journey to be smooth and perfect as possible in which the salesperson will sell a whole package for your wedding needs. The salesperson understands and empathizes the emotions of the couple in starting a future happy family life, with love, looking flawless and beautiful and all that they dreamt of.
A salesperson is not just selling, marketing or presenting an object or idea, the selling process involves emotions, a need, a dream, something that people wanted deep inside their heart. Hit the button, show empathy for sure your potential buyers will prioritize your suggestion over others.
The essence of Concept Selling which is Rule #4 PACKAGING
skills. Did you notice recently there was a viral post about an Ikea big blue multipurpose look-alike bag which is a luxury bag selling at sky high price?
As a Master of Concept Selling, you will beautify your product package as something your target audience would be happy to see. We call this customization, build for your needs, and fits into your budget. A potential buyer who wanted to buy a multipurpose bag, they would go for the Ikea bag at $0.99 each. Cheap, simple features, very easy to use, and can fit basically anything. But those who want the status, they can’t be carrying the Ikea bag right? They like the size, the design, the color but maybe not the material, thus, Balenciaga created the similar design and selling it at $2,145 which makes their target audiences very happy. Obviously, the non-targeted audience will never understand the need to have an Ikea look alike luxury bag.
Sometimes, it was never about the price, it could be “the brand”. Rule #5
you are your BRAND
. Humans associate happy emotions with the pleasant experiences, whereas negative emotions are associated with the unpleasant experiences. When you return to the same shop, you tend to look for the same salesperson who you remembered is nice and had great customer service. Why is it so? Was it because of he/she is handsome or beautiful? Or She wears red lipstick? Or was it the courteous familiar smile? It could be all the above. Children associates Santa Clause who wears red outfit, red hat and the signature white beard with happy emotion, because all Santa Clauses are happy and jovial. So whenever they see the similar outfit they feel happy. Same goes to you and me, the way we feel about our product affects the way we present it to our potential client; if you have no confidence in the product, your client would know. Carry the brand as if it was your “outfit”, as comfortable as you were “wearing” it and demonstrate to your client. You’ll get happy clients and happy salary.
Talking about Santa Clause, “RED
” in the psychology of color stimulates buying urge, food that served in red plate stimulate eating urge, red light attracts attention to stop, red indicate boldness, passion, exciting and other warm feelings, it makes people remember things easier if things appeared to be in red.
Check out the logos below, do you recognize all of them? Now we know why they choose red. Extra tips for the salesperson, the next time you visit any potential clients, try to wear or carry something red. May it be red shoes, red belt, red dress, red phone casing, red notebook, or red key chain etc. BUT, never use all in one, just a little red color to stimulate the urge of buying will do, and the client will remember you more than any other competitors. Rule #6 the psychology of RED
, use it wisely.
In summary, you have learned about Rule # 1- find out your potential clients’ INTEREST,
Rule #2 - CONNECT
to the client, Rule #3 - show EMPATHY
to them and master the essence of Concept Selling Rule #4 - PACKAGING
skills, Rule #5 - carry the BRAND
confidently and Rule #6 - leverage the psychology of RED
When presenting in front of your target audience, this is one trick you can try:
the height of the chair to the highest possible, not because you are shorter than your client. Body language is the non-verbal communication tool that makes a lot of impacts than you realize. Sit up straight (taller than or at par with your client) will make you look more confident, and confident people attract attention, appears to be more charming, more attractive. It shows that you are in control of the conversation, so people can feel the enthusiasm and you are passionate about what you are doing.
There you go! Be a champion and share with us your success story once you’ve tried all these tips.