It’s a fundamental process in human interaction whether you’re building a relationship or trying to sell a product, and the process is exactly the same.
In the Emotions in Selling program we spoke a lot about the mechanisms of fear – and fear is an instinctive and absolute reaction; we are hardwired for survival. And that means that the tiniest, little flicker, of uncertainty or danger, will instantly freeze the person you’re speaking to. And why is that important? Because you can only develop trust in the absence of fear.
So if your friend, your customer, your business partner, is in a state of fear they cannot trust you because you are bundled into the equation. So you have to look at your environment, the really simple attributes of where you’re standing and what’s happening around you, through to how you look, and how you dress, and how you speak, and then to the information that you’re giving, because that person will take the data in from the biggest cues down to the most sophisticated.
So what you say, matters least. If they’ve already been frightened by standing in an environment that’s a bit open, exposed, their fear of being overheard…or you’re wearing something that’s out of context with what they expect of you. So if you’re a professional, then you need to dress like a professional. You need to dress like that person expects of you, not how you expect, or would like to dress. So if you’re a medical professional, you have to look like their vision of a medical professional, not your own. And when selling, same in any important financial transactions, we have this stereotypical accountant or bank manager impressions of the world. People expect, when they go to the bank, to see people dressed like their stereotypical visions of a bank manager. So exactly the same thing applies to the words that you use and the things that you say; what you say has to be congruent – that’s a really big word – it means, it needs to fit in to the context of their current knowledge, including their belief system.
So say if you’ve got a piece of knowledge that conflicts or is incomplete then they cannot accept the truth of what you’re saying. So you may have to start at the beginning and educate them if it is some important and complicated procedure that you’re explaining. Or you may have to have a really long chat about what they currently believe so what you say, is then fitted in with what they currently know. And if it does contradict then you’re able to discuss why it’s still safe information, despite the fact that it doesn’t fit in. Developing trust is the first step in any relationship – it’s the most important in selling.
If you’re in sales I recommend that you explore the Emotions in Selling program and understand how to guide your clients through a simple process of conversation to making stable decisions.
Learn how to build trust with the Emotions in Selling Program blog series.
Call Maya on 0407 005 290 or send her a message on Facebook.
Want more? Watch the next episode in our How To series: How to Close a Sale