THE MAGIC BEHIND THE SALEshe had a mind like a steel trap! But her customers trusted her
completely. They just knew, after ten minutes with her, that she
was incapable of deceit. That subtext of innocence helped her
more than all her considerable knowledge of selling.
If at all possible, try to narrow the subtext of what you're selling
down to one specific detail. This not only makes the sale easier
to deal with, but it also allows you to be more convincing. Very
few people are going to believe all the great things you tell them
about a product, but they can be convinced of one important
thing. If you choose correctly, that one thing will sell the product.WHEN THE CUSTOMER RESISTS
On the subject of buyer resistance, think carefully before you
even approach the buyer. Okay, so the person might have an
objection. Pause before you respond to it, even if you know the
answer. That pause sends out a subtext to the buyer. It says the
objection is registering in your mind. That's of utmost importance.
It tells the buyer you're not just sounding off a typical sales pitch,
but actually listening to what he or she has to say. It's a classic
way of breaking down stubborn resistance. It not only works in
sales. It can work in your personal life, too. Everyone appreciates
a listener!
The director of sales training for a large West Coast research
institute said that the first step in teaching salespeople to handle
resistance is to get them to relax. "We teach them to lean back
in their chair, not to sit perched expectantly on the edge of it."
At my look of surprise, he explained himself. "The expectant
person sends a subtext of 'I'm going to get you at the first chance
I have.' He's battle-ready. It's the same subtext as that of the