People are always
looking to be OK, or feel good about themselves. A common way
that people do this is through contrast. That is why talk shows
with extreme problems and outlandish situations continue to be
successful.
People want to see examples of people in worse positions than
they are. It is the "I might not be perfect, but at least I'm
not this bad" syndrome. We need to see people less OK than we
are because it gives our ego a little boost. Allow yourself to
come off as not OK during a sales call. It will help the
prospect feel in control and not be worried about being "sold".
Being not OK comes in
many forms. Don't always have the quick answer. Don't dress to
the nine's unless it is appropriate. These things will soften up
a prospect. Instead of being worried about the slick salesperson
convincing them to buy something they don't need or want, they
will listen to what the non-threatening person in front of them
is offering.
Sales superstars aren't concerned with always looking polished.
They are concerned in making their prospect comfortable. If that
means they have to look less comfortable, then they have no
problem taking on that role. Poor salespeople are often worried
about being ultra professional. They need to look the part and
have all the answers.
The problem with this
is it can make the prospect feel inferior. The situation seems
to be beyond their control and they feel vulnerable. They begin
to associate the salesperson with feeling bad about themselves.
This shines the product or service in a poor light when the
prospect's first feeling is discomfort.
Sales superstars understand OK/Not OK. They know how to keep
their prospect feeling OK. This simply means they are keeping
the prospect within the boundaries of their comfort zone. They
understand that acting not OK can help them position themselves
in a non-threatening position.
By acting not OK it
lets the prospect be more OK. It gives them the perception of
commanding the situation. Sales superstars are always striving
to keep the prospect feeling OK about the situation and
therefore the sales process.
Sandler Systems, Inc. All rights reserved.
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