"High pressure selling is stupid because pressure creates resistance"
In my years of coaching sales people, I came to realize the number one reason most people in sales under achieve is because they don't have an effective technique to close the sale. Or they dreaded the uncomfortable high pressure moment created when asking, do you want to buy my product or service? So they didn't even ask!
What happens in your clients brain when you ask; do you want to buy my product or service?
Research in neuroscience has shown that when you ask someone to buy, it causes them to shift into slow logical thinking mode. The immediate response is to start thinking of the pros and cons. Sure they will think of the positive benefits but they will also start thinking of potential negatives such as;
Is this the best price or should I negotiate more?
Can I really afford this?
Do I want to make a long term commitment?
Is this the best product or service available?
Should I do more research?
What will my partner or others think about me if I buy this?
The number of questions rattling around in their brain can be endless but I'm sure you get the point. Asking someone if they want to buy is a terrible idea. It leads to indecision and unnecessary pressure. And as I said above, pressure leads to resistance. Too much resistance and that's when they say, let me think about it. So is there a better way?
To understand the most effective way to seal the deal we need to understand how decisions are made. This means understanding the Principle of Emotions and Logic...
This means that we should present facts to get them thinking favorably about our product or service and then at the very moment of decision (the close) we want to create a good feeling about our product or service. At the moment of decision I don't want to know what they think. I want to know how they feel! To do that I need to give my best reason to cause them to feel good about saying 'yes'.
What if, I could show you a surprisingly simple way to seal the deal without putting any pressure on your clients? Because every one who has tried it has reported increased sales and had more fun in the process. How would you feel about that?
Simple steps to get a 'Yes'
Smile, eye contact and use their first name
A warm smile while looking them in the eye sends the message that you are non threatening. When someone says our name our first reaction is to perk up and pay attention. People are easily distracted and if a sales presentation is long, it is common for their mind to wander. Just hearing their name spoken makes them pay attention.
What if..
This is where you make a request.
What if you could own this beautiful vehicle for only $299 per month?
What if you take possession of this home before Christmas?
What if you could protect your families future with this low monthly investment?
What if you were able to retire comfortably by the age of 55?
What if we were to try out that new zip line on Saturday?
Why it works..
'What if' is not a direct question. It is just a 'what if'. What if asks the other person to imagine an outcome. The beauty of a what if question is that the person being asked can not stop themselves from imagining what you are proposing.
If your client is not receptive to your request the 'what if' will flush out their real objection. Maybe they don't like the price. Maybe they are not yet sold on your proposal and need more information.
What if allows you to test the water without risking a flat out no because it is only a what if question.
Because..
Because is considered to be the most persuasive word in the English language.
Research has shown that when you use a because (even if it's not a particularly great reason) it will cause people to respond more favorably to your request. Just how effective is it? According to Harvard psychologist Ellen Langer, using 'because' with any request increased the possibility of cooperation from 60 to 94%. Let that sink in?
How would you feel about that?
I call this the phrase that pays!
Since we know that almost all decisions are made by emotions and feelings, that is what we want to prime in our clients. Decisions are made from our non conscious thought process. It just feels right or it doesn't.
What we don't want to do is prime them to use their slow rational thinking process. Confession time.... I had a bad habit of saying after my pitch, 'well, what do you think?' Bad. Very bad because it primes a person to start thinking of pros and cons. Is this the best price? What if it doesn't work as promised? Do I want to be stuck in a long term contract?
My new truth is; I don't care what they think. But I care deeply about how they feel!
Asking 'how would you feel about that?' primes their feelings and emotions. Then if it feels right, they will probably give you a favorable response and avoid dredging up those decision killing or delaying pros and cons.
Some examples..
Home buyer: Ashley, what if we could get you into this beautiful home in 30 days because can you imagine how much fun it would be to entertain your family and friends here for Christmas? How would you feel about that?
Insurance client: Nathan, what if you could have both the peace of mind knowing your family will be protected and build wealth for retirement at the same time. Because all it will take is a low monthly investment? How would you feel about that?
Car buyer: Amanda, what if we could get you into this spectacular sports car for only $295 per month? Because can you imagine taking a trip in the mountains in this beautiful machine? How would you feel about that?
Job seeker: Robert, what if you were to hire me for a six month trial period? Because then I could show you that my potential far exceeds my qualifications. How would you feel about that?
Getting an appointment: Sandy, what if we could meet for 30 minutes at your office on Friday? Because then I could show you how I can help you get more quality customers. How would you feel about that?
As you can see you can use this beautifully simple technique to get a yes to your request, whatever that might be
And when they respond favorably..
Assume it's a done deal!
My favorite response is to smile, shake hands and say something like, 'that's great Joseph, I'll get the paper work done and get to work for you as soon as possible'. Or, 'terrific Meghan, now if you'll approve our agreement (hand her a pen) I can get to work on this.
What if you don't get a 'yes' using this technique?
The door is never closed because it was only a 'what if'. You can always question deeper to identify any objections and then try another 'what if' question.
Your mission should you decide to accept it, is to keep practicing and perfecting this technique. Because very quickly you will become a master closer. How would you feel about that?
All you need to remember is these 4 simple steps..
1. What if...
2. Because...
3. How would you feel about that?
4. Buy me a beer!
