and greet customers, the barista seemed curious but hesitant. To put him at ease, Jiang asked, “Is that weird?” The barista laughed, agreed it was strange, and gave him permission to do it.
Jiang explains, “Although it might seem counterintuitive, acknowledg- ing other people’s doubts can help rather than hurt your cause. Demon- strating that I knew that my request was ‘weird’ actually gave me a different kind of credibility … It also revealed both honesty and empathy on my part, two feelings that are crucial to evoking trust.” The lesson for sales: If you sense doubt in your prospect, or if there are common objections you often hear, bring these issues up yourself. You’ll build trust and put doubts to rest.
5. TARGET YOUR AUDIENCE A former marketer, Jiang no lon- ger believes sales success is based purely on a salesperson’s talent. Instead, rejection or acceptance often comes down to “the fit between the customer and what’s being offered.”
As he explains, “There is a say- ing that a good salesperson can sell ice to Eskimos. But why not focus on finding the people stuck in one-hundred-degree heat dying for some relief? Or, if we had to sell ice to Eskimos, why not find the ones who are vacationing on the streets of Las Vegas? They would appreciate it a lot more than those living in Canada or Alaska.”
Bottom line: Overcoming no starts with asking the right people, understanding their motivations, and then having an honest, open conversation. Even in the digital age, selling is all about personal connections.
– TAYLOR MALLORY HOLLAND SELLING POWER OCTOBER 2015 | 17 © 2015 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.
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The battles that count aren’t the ones for gold medals. The struggles within yourself – the invisible battles inside all of us – that’s where it’s at. JESSE OWENS
SELLING TIP
Manage Your Thoughts Very often, we stand in the way of our own success. When nega- tive thoughts intrude, banish them with a process of appraisal. Ask yourself the following questions: • What kinds of thoughts am I experiencing right now? • Is this thought fact or fiction? • What evidence do I have for my conclusions? • What basis do I have for my assumptions?
Dr. Norman Vincent Peale spent a lifetime working on managing his own thoughts. He admitted that it’s hard work. “But,” he added, “it’s harder not to.”
– LISA GSCHWANDTNER
Adapted from The Pocket Guide to Selling Greatness, part of the Selling Power Success Library published by McGraw-Hill.
VIDEO: LAVON KOERNER – WHY SALES TRAINING DOESN’T WORK AND HOW TO FIX IT
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