SUBTEXTperson who stands stiffly erect with arms folded against the chest
What you must understand when you meet resistance, whether
in a sale or a presentation, in any aspect of selling, from the
front door to the boardroom, is that the average prospect will
seldom buy at the end of the presentation, not until he or she is
completely satisfied on each point of resistance.
"For this reason, the salesperson has to listen when met with
resistance. The subtext sent out must be, 'I'm considering what
you say, and I understand it.' The way to do this is by relaxing,
by using specific body language signals. Wrinkle your forehead.
Frown thoughtfully, nod your head and make eye contact.
"The next step, oddly enough, is to concede. Agree on a broad,
general basis. 'I can appreciate your viewpoint,' or 'I know how
you feel.' This sends out a disarming subtext because just the
opposite, disagreement, is expected. Then, when the prospect is
disarmed, try to turn the objection into an advantage and make
it the best reason to buy now. This, of course, requires a deep
understanding of the product and the customer's needs, but any
good salesperson will have all that before the sale starts."THE FIRST TEN SECONDS
I talked to many people who work in sales while I was preparing
this chapter, and the greatest point of agreement I found was the
importance of the first ten seconds. All of them urged that salespeo-
ple review their voices, their handshakes, posture, and facial ex-
pressions to make sure that the first impression is a good one.
One sales executive compared the first ten seconds of a sale
to those critical moments when an entertainer walks onto the stage.
He had once been a theatrical director, and he pointed out that
the "entrance" had been the undoing of many excellent entertainers.