Winning at the Sales Game

5 reasons people are more likely to buy from you

After looking at reasons why people don’t buy from you in a previous article. Here are five ways to increase the chances of people buying from you; the areas worth paying attention to and what actions you could take to make your selling game a little easier.

Consider these five points; they could change the course of your sales conversations. This applies to any sales interaction, whether over the phone or during those sales meetings. It might be worth observing how you conduct yourself and see if there are gaps in how you are creating your sales conversations. You can never be too skilled and there is always another level of excellence to move to. You might put this in your ‘buying signals’ part of your sales tool kit. The points below are connected to the non-verbal communication and language side of the selling game.  Is this something you are mindful of each time you enter a sales conversation?

People are more likely to buy from you when you have these things operating….

 

1. You Understand their World and Speak their Language.  This is the most obvious way to get people to buy from you. And the doorway into their world and language is strong listening and questioning skills. This will show that you have really listened and heard their story. Seek first to understand , then you know what they want and can easily reflect that back through questioning, summarising and co-creating a solution that works.

Everybody is operating from a different language channel

You might not have noticed it before, but every single buyer is operating from a different language channel. Some like to imagine and see the visuals aspects of what you are selling. They will use visual words and will say things like see, view, look, survey, examine, find, read, show. Others will be all about what they hear and will use words like listen, talk to, speak, clear, sounds right, ask. And  in another channel is the person who is all about what they sense and feel from the interaction. They will use words like get a sense, handle, grasp, move on it, feel.

Everybody has one preferred channel but they do use all of their sensory language channels. Some see first, others hear and others feel first. This will be one of the key filters that can open the door to reading your buyer on a whole new level. Listen out for them in your next sales meeting. They are the visual, auditory, kinesthetic sensory systems. And the person who doesn’t seem to be using these is often described as the more cerebral type who lives in the world of words rather than senses and tend to use words like assess, criteria, compute, analyse, understand. Everybody has these operating. If you listen for them, you will start to discover a whole new world of language inside your conversation.

2. You show Confidence, Courage and Commitment. You are confident in your ability to deliver the message, the service and value to your client. You have the courage to ask great questions that serve the clients decision to buy. You are committed to getting to the heart of what matters to the client and helping them achieve their outcome at the right price. This is rooted in belief in your product or service, your understanding of the value it can bring and the integrity with which you communicate the product.

3. You Have Excellent Rapport and You are a Relationship Builder – Rapport and relationships succeeds or fails from the second a client meets you.  It is only in rapport and good relationships that sales are made. People buy people, and they buy from people they like and trust.  If clients feel and believe they have a relationship with you, it’s because of your rapport building skills. At that point the trust begins to build and they will commit time and effort to you. Rapport is about entering the buyer’s world and understanding their world from their point of view, capturing it and showing skill in reflecting that back to them. When you meet somebody and feel like you’ve known them all your life. You can be sure the other person has excellent rapport skills.

4. Your Focus is 100% on Your Buyer and their Result. In meeting hundreds of sales professionals, the people that stand head and shoulders above the rest are the people that focus completely on their client.  Their sales figures are always higher. The client feels this through the quality of questions, the conversation and the service that is finally delivered to them. All the way, the buyer should feel this in every interaction, as you demonstrate how you understand their world, which is linked to the rapport skills. You put aside your own interests to gather the information you need to position your offering in a way the buyer can receive it, appreciate it and consider buying it.

5. You Are Responsive and Attentive. This comes with great listening and observation skills. This requires a high level of flexibility, moving away from the scripted sales pitches. it also requires a very strong skill in sitting fully-present with your buyer and with no distractions. Practice this often enough, you will gather lots of information to help you position your offering in just the right way that works for them. I always encourage salespeople to put away notebooks and practice being more attentive and listening. It improve retention and allows you to address requests and concerns more deliberately.  Some people may see that as not being prepared, but listening to me is the most important skill to understanding the buyer.  Make the needs of your buyer paramount in your mind. Take action immediately, send them information as soon as they ask, clarify concerns after they raise them, and go out of your way to pre-empt and anticipate what would make their job of buying easier. You are helping to make their decision effortless and growing a robust client base.

Non-verbal communication can make or break a sale.

It’s all about pacing and understanding and reading the signals that are being communicated back to you. For your next 10 client meetings, listen for the language and see what channel your buyer is operating in, match their language and see what happens. Give yourself feedback on where your focus was, and how you behaved in the meeting. Self-observation will help you master these aspects of communicating with your buyer next time you reach for the phone. Enjoy the revelations!

You may also be interested in: Strategic Selling – 5 ways to outpace your competition; Never sell the same way twice; Why Selling on Price doesn’t work.

About the Author: Shiera O’Brien is a sales trainer and coach, who works with sales teams across industries to get better results from their sales conversations by changing how they engage their prospects. In any sales workshop there is a total focus on 1) what current results are you getting, 2) what skills are needed to improve the results 3) what selling behaviour are operating. Shiera works to bring awareness to what is going on from an observational standpoint, without judgement, using tools she has learned in 12 years in the field of coaching. 

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