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Many salespeople fail to reach their full potential because they
can't overcome their negative view of the word manipulation.
These people believe that any form of selling strategy or
technique that manipulates the prospect into a particular
position violates their value system.
Manipulation, however, is not an
evil word. Webster says that to be manipulative means (1) "to
work or handle skillfully" or (2) "to manage artfully or
shrewdly: often in an unfair way." There is certainly nothing
"evil" about the first definition. And, note that the second
definition doesn't say always in an unfair way. Manipulation
doesn't mean that you have to lie, cheat, or deceive.
Society accepts manipulation from a
variety of professions - law and psychiatry, for instance. Most
people would not want their lawyer playing it completely
straight to the point of "foolish honesty." Many people aren't
ready to have their therapist tell them everything.
Manipulation is part of the selling
game -- and prospects employ the definition 2 variety
frequently. They have learned that the best way to gain the
advantage over a salesperson is through manipulation. They
withhold information about their budget, but prod you for your
very best price. They tell you your proposal "looks good," then
ask for some concession. They express their eagerness to move
forward, and then tell you they need time to "think it over"
after you make your presentation.
Manipulation, especially the
definition 1 variety, has a place in sales. Asking a prospect a
series of questions in order to help him or her view a situation
from a new perspective - perhaps your perspective - is not
manipulation. Socrates regarded it as education. Asking a
prospect for budget information early in the selling cycle isn't
manipulation, it is information with which you can decide if you
can provide a good-fit solution for the prospect. Asking a
prospect to make a commitment to a future action to keep the
selling process moving forward also is not manipulation. It's
simply a way to set expectation for the future. Don't avoid the
opportunity "to work or handle skillfully" your selling
opportunities.
© Sandler
Systems, Inc. All rights reserved.
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