Buying a car is always fun. You know you’re never going to win because if you buy new, the minute you drive off the forecourt, you lose a chunk of money straight away; if you buy second-hand, you’re never quite sure if you’ve got a bargain or a turkey…
At an event recently, I got chatting to a guy who works for a used-car dealership. He fully acknowledged the reputation his profession often has and said in some of the places he’s worked, it’s justified. He said the way managers encourage sales tactics is sometimes shocking and to then see this put into practice makes him wonder why he’s in the job, until eventually he found a reputable business to work with. He said it’s a window on the world to view the rich tapestry that makes up the human race.
David, the guy I was talking to, was very savvy about the buying process and said something which not many salespeople seem to realise –that people think they buy with their logic reasoning but decisions are always based on emotions. People don’t buy for logical reasons – logic is the bridge we build from where we are to where we want to be. We construct our own logic from our own perceptions, values and emotional needs and it gives the salesperson an undeniable edge if they understand that; because of the way the brain is wired, everyone, without exception, makes buying decisions for emotional reasons. It’s then the job of the salesperson to use that knowledge to give the appropriate emotional information that will persuade the prospect to buy their product or service.
This doesn’t mean to say that data, specifications, delivery times, warranties and those other factors are not important to a prospect, but if we bought for logical reasons, we would all be buying the same product or service to suit the same need but we don’t. The right-half of the brain monitors the logical side and stays quiet until it doesn’t feel comfortable with the logic being employed and then emotional highjack takes place and emotions take over.
In these challenging economic times, it is vital for salespeople to not only demonstrate they know how to do their job in order to be successful in their role, but to also be able to demonstrate they can think about the way they think about their job. This means salespeople are then able to continuously improve their thinking skills to persuade prospects to buy more of their products and services.
Outside of the sales world, this is all relevant; we can ethically persuade someone to do something for us when we understand what ‘makes them tick’ and can therefore play to their emotions when they make a decision. Look at an eight-year-old child who wants an ice-cream – they are natural-born persuaders and don’t give up! The parents start out insisting they’ll be no ice-cream as they’ve already had too much sugar today/it’s too near dinner/they had one yesterday… but more than likely, the child wins because gradually they break down the parents whose emotions now tell them that the child is too cute to resist/they can’t face another argument/actually they’d quite like an ice-cream too.
It doesn’t matter what level of skill or experience a salesperson has in sales because what we think about isn’t nearly as important as the way we think about what we think about – this approach is what works for sales professionals at all levels who are serious about increasing results and creating sustainable change. This theory applies to all facets of our lives – being conscious about our mindset and how we communicate is vital if we want to ethically motivate others to do what we want them to do.
David is the kind of person I would no doubt buy a car from – are you the kind of person people want to buy from? Think about it…
“If someone likes you, they’ll buy what you’re selling, whether or not they need it.” Gene Simmons
By Kirsty Perrin
About the Author: Having been immersed in the Winning Edge principles from an early age, Kirsty’s philosophy is to be the best you can be and to enjoy what you do in life.
Kirsty knows that personal development is a continuous journey and therefore has a genuine desire and enthusiasm to help people realise their full potential, to be a success in their life-whatever that may mean to them.
Kirsty’s thought-provoking blogs, prompt readers to think consciously about how their thinking has a huge impact on their life, it informs their emotions and therefore their behaviour. Living life consciously is the cornerstone to the themes of Kirsty’s blogs. You can contact Kirsty directly here