PRO-TIP: Unlock Massive Sales Success with a Strategic Approach In most cases, a good sales person will find a way to relate the benefits of their product or service to their potential customer’s life – in a way that helps them imagine how they could look and feel using your product. However, nowadays it refers to making people feel something about your product or service – even if they don’t know what that feeling is just yet. This term is derived from ancient Greek and means “to suffer”. While one set of statistics may carry no weight with us at all, another perfectly valid stat may seem incredibly important – again, depending on how it aligns with what we believe already. The other interesting thing about the weight that we give information is that this weight is highly contextual. If a sales person can use figures sparingly, instead of inundating us with page after page of spreadsheets, then this will make their argument much more convincing. However, there are also some other interesting facts to keep in mind when it comes to information that we find credible. If a sales person establishes credibility through ethos, then any facts or figures they throw at us will naturally be given more weight because of it. It’s important to note that there is good scientific evidence for why we should listen more closely when somebody says something which aligns with our own beliefs. In most cases, if you can establish an emotional bond with your potential customer – building rapport – this will go a very long way in persuading them to buy from you. If a sales person is to be successful, their potential customers have to trust them and believe that they know what they are talking about. Let’s break down each component further… EthosĮthos is concerned with whether people trust you and believe what you say. The ’emotional’ reason for making a purchase decision.Ī successful sales person will make use of all three of these elements in some way or another when he/she talks with potential customers. The ‘logical’ reason for making a purchase decision.ģ. The ‘rational’ reason for making a purchase decision.Ģ. In most cases, this is because they don’t realise the importance of the psychological components that influence buying decisions.įor a typical buyer, there are three major reasons for why a choice is made:ġ. Sales people often struggle to close deals.
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