The academic world teaches us that the
world works based on logic and reason. Certainly there is truth to
this premise but if you are in sales you know there is a lot more to
it. Logic and reason are the basis of a lot of sales training, but not
the cause of very many successful sales. Logic and reason play a role
in a sales presentation for sure, but the motivation to buy rarely
comes from logic and reason. What makes people write the check
is a feeling.
One of the biggest mistakes I
consistently see talented, well-informed advisors make is to think
that if they present a solution that makes logical sense to the
client, they will buy it. If you only engage the intellect (the
analytical mind), this makes it difficult for most people to make a
buying decision. The intellect makes decisions based on information.
There is an endless amount of information. There is a big potential
for making a mistake which means you have to be cautious and learn as
much as you can. Then add the fact that you can logically justify
almost any point of view. Limiting your closing presentation to
logic and reason will put most people into a permanent holding
pattern, especially today.
So how do you find the feeling that will
close the deal? Finding the feeling that will motivate someone to buy
is not as illusive as you might think. You should be trying to create
a list of all the things that your client feels are important to
address in terms of their financial future. Then you have to determine
what is the most important thing to do first. Not the thing
"you" want your client to do first, but what do "they"
want to do first. It is a lot easier to make someone a client by
getting them to buy what they want. Make them a satisfied
client and then you have the lifetime of the relationship to chip away
at what they should do which also means lots of repeat sales.
Specifically, the feeling that will
cause the client to write the check is going to be emotional or
intuitional. I like to make a distinction between the two feelings
because they are very different. Emotion is a more intense feeling
that usually relates to a potential loss of control, loss of power,
loss of status, or the inability to maintain the status quo in some
way. Intuition is a quieter, more refined feeling usually relates to
values like love, a sense of responsibility or sense of purpose. The
combination of emotional and intuitional feelings includes a complex
array of ingredients but fortunately the path to the dominant
motivation is somewhat predictable and identifiable. The question that
has the greatest potential to get people off the fence is something
like: "I think we agree that what we are discussing makes sense,
the real question is does it feel right?"
Unfortunately, this is not a question
that gets asked as often as it should. We get extensive training on
how to do linear logic but not so much on the big picture logic that
can only be accessed by feelings. With the intellect, you can only
process a few pieces of information at a time. With feelings you can
process unlimited amounts of information all at once. If you donít get
people to use the part of the brain that can process all the
information all at once, your client will most likely want to think
about it some more!
I wrote a book on the subject called
Trust Your Gut. Through the month of May I will give you
33% off the $29.95 price and sign the book. But only buy the
book if it feels right!
THE BOOK ABOUT LIFE INSURANCE that made the New York Times best-seller
list... Check out my interview with Pamela Yellen,
author of Bank on Yourself, here is the replay link:
If you decide to apply for a relationship with
mention my name and someone should get back to you right away. They
get a ton of inquiries every day. If you donít hear from someone
within a few days, send me an email and I will make sure your
application gets processed.
SHARE THIS NEWSLETTER WITH YOUR PEERS: When your peers sign up for my free monthly newsletter
(Sales Tip of the Month) they also get a free eBook Ė 12
Quick and Powerful Ways to Coach Yourself to the Next Level ($47
value) and free instant access to recent teleseminars. Go to
International Orders: Shipping charges on our website are
for USA only. Before you make a purchase, please email us and tell us
what you would like to buy and we will send you a quote for the
Permission to Use eNewsletter: This eNewsletter is
copyrighted and is the intellectual property of Sidney C. Walker.
You have my permission to share this month's eNewsletter
with peers, with your reps as a sales manager, or as an article in a
financial publication as long as you use the content in its entirety,
without changes, with a clear reference to my contact information
including my website address
www.SidWalker.com, and do not charge anything for the
information since this is a free newsletter. Please contact me, Sid
Walker, at 877-985-3297 if you have questions. Thank you for your
SidWalker.com - Coaching
info, buy books, eBooks, CDs
SellingWithoutWrestling.com - New Training & Coaching Site
Sales Performance Coach -
"Champion of the Low-Key Approach"