Hmmm, selling with purpose… Now that may strike you as a little odd. Of course you are selling with purpose. You are selling with the purpose of closing sales… right?
Stop the Presses!
Okay, that may be a little melodramatic; yet, it really is all fired important. Before you lick another stamp and afix it to another letter you send to get a new client. Before you create another page on your website. Before you attend another mind numbing networking event hoping you’ll meet someone you can work with. You must clarify your purpose.
Cock the Trigger for Action
When you swing forward on a swing you can count on swinging backward. When stocks go up bonds go down… maybe that wasn’t the best example as it seems like all the rules have changed as far as the stock market goes. So, how about this? When you see your shadow there must be sunlight to create that shadow.
That means if you want action there must be something that produces that action. The good news is, yes, there is. Trigger this one thing and it produces a result you can count on just like a shadow cast from the sunlight.
What is this fail proof trigger? It’s emotion of course.
Whatever you do. Whatever connection you initiate… you must think about this first and foremost. What emotion do you want to arouse in the other person? Please understand…
Not All Emotions are Created Equal
Some emotions like fear, anger, and revenge trigger a reaction that motivates the other person to take the action you suggest. Other emotions like too much fear, depression, and confusion trigger inaction.
You must deftly tie the emotion your potential client already has into a logical argument. Then impel the other person to move forward. They move forward by acting. They move forward because doing so is tied to their motivation to move in a certain direction and either avoid something they do not want or gain something they do want.
All too many sales communications…
- Fail to create the right emotion
- Focus too heavily on the wrong emotions
- Fail to demonstrate a better path
- Fail to tap into the emotional drivers that help prospects act
- Fail to present the desired action as a no brainer decision
Mostly, because all too many sales communications are focused on ramming the offer down the other persons throat as though you could verbally force them to take an action. To which I ask, “How’s that working for ya?”
Rather than working with the potential client, taking their side, paying attention to their wants and needs. Then giving something they want before you ever ask them for something you want.
Hey, sales is always a step-by-step process so the best place to start is at the beginning. With the beginning in mind, “What feeling should you arouse at that first point of connection between you and your potential new client?”
Then, “How might you do that in a sincere and motivating way?”