Where Sales Trainers and Selling Experts share advice, tips, and techniques on how to become a sales champion!

Catch Change on the Move by Tom Hopkins


What is the emotional process that leads to a purchase? It involves a transition from one emotional state to another. It’s a new development in the buyer’s self image. The buyer begins to see himself or herself in a new way: as the owner of your product or service.

If the projected purchase is small, that change need only be small, but if the purchase is a large one in relation to the buyer’s current situation, the change in self image that makes the purchase possible will be large. Such a change can come about very quickly. It can take within a few minutes, even seconds.

Champions are adept at spotting these changes as they occur during sales presentations. They are quick to reinforce the buyer’s new idea that he or she can have and enjoy, will look good in and be complimented on, deserves, needs and is worthy of the marvelous new goodie they have started to like.

As a simple example, let’s say the products you market are mobile phones. Your clients may not initially envision themselves as cell phone users. They may be hoping to have one. They may need one, but their self image may not be such that they are comfortable envisioning themselves owning, carrying and using a mobile phone on a daily basis.

As their belief changes during your presentation, they’ll begin to see themselves enjoying the benefits of mobile phone service that they’ll rationalize their need for one and want to own it. The change will often be demonstrated with ownership phrases that you’ll hear (if you’re paying attention).

They’ll mention someone they’ll be able to stay better in touch with. They’ll mention a situation in which “it’ll be nice to have” mobile service. They’ll start to look at the case in which they’ll carry the phone and decide whether it’ll go in their purse or pocket versus wearing it on a clip and so on.

When you see their initial hesitation turn into eagerness to own, you need to reinforce the new self image before you go for the close…before you cover the money. You want to build their self image to the point where they see themselves so strongly as owners that they won’t raise any sales resistance when it comes time to make the financial commitment.

Do that and they won’t just like your product, they’ll want it, need it and realize they can’t get along without it. Then, they’ll get antsy to own it and get on with their lives.

A few words of caution:

* First, you must be genuinely interested in doing your best for the client and show this interest by asking a lot of questions about their needs… about what they’re seeking to accomplish with ownership. Make an intense effort to see the world through their eyes.

* Second, use your expertise to guide the client to the best solution for their needs.

* Third, wait for the clients’ positive stimulus. Nothing will turn them off faster than your eagerness to close the sale. Rather, be eager to serve their needs.

Avoid worn out phrases such as “you’re gonna love it,” and “this is my favorite feature.” They don’t care what you like. You need to care what they need.

Make sincere and positive statements that reflect your client’s uniqueness and builds their self image and you’ll not only make that sale, you’ll create a client who will send you referrals and buy from you again and again.

* From the book, How to Master the Art of Selling by Tom Hopkins.
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Tom Hopkins International
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Tel: (480) 949-0786 or 800/528-0446 Fax: (480) 949-1590
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How to Master the Art of Selling by Tom Hopkins