As a seller, if I permit my potential customer to make sense of what I am selling 'in their own words' then they begin to buy which replaces my need to sell.
The obvious benefit of this is that they buy more, more regularly, recommend our products and/or services and rarely complain.
But the added and most significant benefit is that I, as a seller am involved in the process too. I know why the customer is buying from us and of course why they are not buying from us.
My employer can adapt the products, process of sale and/or services which means that I am involved in 'double loop feedback' making the whole procedure as satisfactory for everyone involved as possible.
Customers enjoy buying, employers make more profit and sellers are emotionally engaged in a sustainable process.
Monday, 31 January 2011
Thursday, 27 January 2011
'winning' can be counterproductive
If I beat you, you will probably feel bad about it.
If I beat you, I will feel sorry for you.
If I beat you, you may not want to play with me again or worse...
If I beat you, you may make it your 'mission in life' to beat me back and that would be a horrible game for both of us. Why waste our lives battling for a few meaningless points, maybe damaging ourselves in the meantime.
Boreham Wood FC seem to understand this http://yhoo.it/hmXSkU and I am sure they feel really good about losing in the circumstances, or did they?
So why do sales have to be considered such a battle?
The answer is that THEY DON'T. Sales and specifically telephone sales are all about identifying the potential customer's emotional connection with what you are selling. They win an emotional reward, the seller wins longer employment and the employer earns a little more profit for their investment in the process.
'winning' can be experienced by everyone who plays the game.
Losers are those who don't play.
If I beat you, I will feel sorry for you.
If I beat you, you may not want to play with me again or worse...
If I beat you, you may make it your 'mission in life' to beat me back and that would be a horrible game for both of us. Why waste our lives battling for a few meaningless points, maybe damaging ourselves in the meantime.
Boreham Wood FC seem to understand this http://yhoo.it/hmXSkU and I am sure they feel really good about losing in the circumstances, or did they?
So why do sales have to be considered such a battle?
The answer is that THEY DON'T. Sales and specifically telephone sales are all about identifying the potential customer's emotional connection with what you are selling. They win an emotional reward, the seller wins longer employment and the employer earns a little more profit for their investment in the process.
'winning' can be experienced by everyone who plays the game.
Losers are those who don't play.
Sunday, 2 January 2011
Myers Briggs for customer servces but not sales
I read in an excellent article by Tom Lamont of the Guardian http://bit.ly/i3hcN1 that call centres are now successfully using Myers Briggs psychology to serve their incoming callers and was surprised to think that this almost anciant theory works in modern selling (telephone sales) but it doesn't.
We are all a constantly changing psychographic profile - we are never just one the the '16 types' and can change that profile in seconds, even several times during a conversation.
This profile or 'state' is represented by sound - the sound of our voice which indicates the emotion (one of 18) we are currently feeling or 'driven by'.
Serve that emotion http://bit.ly/geMACJ and you will have made a sale.
We are all a constantly changing psychographic profile - we are never just one the the '16 types' and can change that profile in seconds, even several times during a conversation.
This profile or 'state' is represented by sound - the sound of our voice which indicates the emotion (one of 18) we are currently feeling or 'driven by'.
Serve that emotion http://bit.ly/geMACJ and you will have made a sale.
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