Building beliefs strategies upon prospects’ mentality is a powerful way to make more sales. Believe me, customers do not buy products simply because it is well-known or good looking. Nevertheless it is the buying attitudes and beliefs salespeople create in them that influence their purchasing behavior. Let us see how it works.
The purpose of listening is to learn and collect data. So in order to make this process successful we need to apply reliable techniques that enable the listener to absorb data for future references. What does it mean? We listen to learn what we did not know about prospects’ needs or objectives. Therefor active listening prepares the listener to formulate key questions enabling to lead the respondent to supply needed answers;
None verbal listening
Is the process by which the listener (salesman) is showing confirmation of receiving the message by displaying signs like; smiling, nodding or eyebrows movements without saying any word at this stage.
Initially, verbal listening empowers the audible ability to listen and respond at the same time. Verbal listening occurs when the listener gets a chance to reply while the speaker is in the process of speaking. This way of intervening with questions gets complementary power when the salesman includes the exact speaker’s words in comments or questions. Why, the fact of repeating the very same words a prospects is using, is also another way of remaining in the context. Not only that, the repetition of the prospect’s expressions with correctness is a sign of showing mutual understanding, also another way of showing the prospects that you are not distracted.
Here is what many ignore when it is about instilling buying attitudes and beliefs into prospects: Once the speakers (prospect) realizes that you (salesman) are on the same page; their trust is activated. As a result, they will take your words seriously in return. The engagement of hardcore conversation with prospects is a shortcut of qualify them as to whether they are best fit or not, not only saves time on both parties, but also works as a proof of honesty to them.
Giving full attention to prospects while speaking, is to avoid any form of distraction and interruption. Again holding oneself from speaking is a great way to listen and get the prospects message in full for better replying. From another perspective, attentive listening is an effective way to quickly run the qualification process. Once more attentive listening creates to the speaker (prospective buyer) the beliefs and attitudes to feel valuable. In fact positive beliefs and attitudes are a motivation and a reason why prospects should open up and provide more information because data remains key.
As part of nonverbal communications here is what we have noticed about the facial expression: According to experience people happen to display decent or corrupt look simply from the way they are acting on the face. Facial appearance can sometimes be one of the preliminary features revealing whether a salesman is honest or not. Off course everybody is scared and no one wants to be hurt. Above all safety in one or other way should be a priority. We are looking at a situation whereby judgment is being drawn before the salesman even speaks.
Professional practitioners have cultivated a routine of dressing professionally. So generally, people going on business mission usually dress formal. There is actually multiple ways of doing it; ranging from putting on neat company’s uniforms or neutral. This strategy of choosing to be neat makes potential customers comfortable to interact with salesmen. NB: from a global perspective tradition and culture have strong impact on business especially in terms of dressing code. For instance in the French culture a businessman wearing a suit is taken more seriously than the man in a shirt. Therefore is very imperative to pay attention as to which personality you are dealing with.
How much do you think your tonality has the ability to influence prospects’ attitudes and beliefs while engaging a conversation with them? 3 important points to take seriously before answering the above question; Confident salesman will use the correct words to fit correct timing and circumstance, though a desperate salesmen will sound egoist in speech and will rather choose to close sales deals prematurely just suit own needs. Lastly fake salesman will be busy supplying prospects with the wrong data as shortcut technique to make sales.
It is hard to witness customers buying products without any form of assurance. So putting myself into prospects’ shoes, I see how difficult it is for me to buy a solution which I feel nothing about. Already, it shows that the need of a clear educational process or presentation justifying why I should act to buy is necessary. Antony Robinson once made this straight statement “people buy feelings, not products. “ How do you make it possible? Know your own product first before attempting anything is ideal. For it will be difficult to convince potential buyers if they feel nothing about your offerings. Create real feelings, demonstrate exceptional products presentation to turn prospects loving it and believing in it. Prospects will like you not because of your beauty, but about the sensation you create in them. However decent product presentation turns on prospective customer’s attitudes and beliefs which are “feelings” prior even experiencing the actual product solutions.
So the key is to decorate the message displayed for potential customers to receive and interpret what they feel about it.
People can remember feelings more than they can remember your words in details. It is easy for someone to read your external behaviors; from the way you dress up, express yourself, and do your moves. What message are you sending to inspire buyers through your fashion? What impression are you leaving when prospects hear you speaking? Have you ever really realized that your gestures or handshake style can influence the prospect’s decision as to whether buying from you or not?
Presence is one of the enabling factors to communicate beliefs and attitudes into potential customers. A salesperson’s presence covers a combination of nonverbal and verbal communication. For instance it is easy for prospecting buyers to remember the color and fashion you were wearing on a particular day. So do your spoken words as well. Therefore at the end of this process the targeted prospect must have a clear idea telling them whether you are a perfect match for the business deal.
To conclude, the most important part of this stage is to be more practical. Putting into practice strong communication influencing approach. Making sure the content of communication as a whole is effective to persuade prospects’ attitudes and beliefs towards professional sellers.
Highly recommended book: The Psychology of Sales Call Reluctance: Earning What You’re Worth in Sales