One Simple Truth That Makes Selling Easy

Yesterday, I came across this quote by William James;

I now perceive one immense omission from my psychology - the deepest craving of human nature is to be appreciated

 One common thread in discussions is that we put emphasis on the positions people hold in companies.

We must get hold of the ‘Director of IT’ or the ‘Head of Purchasing’ or the “Sales Manager’ or ‘The person with the purse-strings’. 

This tends to detach us from the fact that these are real people.

They get up each morning with worries about the day, family issues and job insecurities.

They have concerns and fears that you know nothing about. 

Try to concentrate on the human perspective. Remember that, no matter what position a person holds, buying is an emotional event.

You need to take care of their emotional as well as rational needs.

Most people work in environments where compliments are scarce. Sometimes they just need someone to say that they matter. 

They have fears and anxieties just like you.

They are a human being first and a job title second.

A simple comment of appreciation for them giving you their valuable time may go a long way in establishing rapport.

By recognising they have human needs, you build up a psychological bond with them. You aren’t enemies or supplier and buyer; you are two people who deep down want each other to succeed. 

Think about what issues you are facing. Have empathy for yourself. Then portray your prospect as having similar issues.

Be in sync with the way they feel. Don’t be intimidated by their position or their grander status. The moment you think ‘I’m just a salesperson taking to a CEO’ you’re stumped. 

Examine what the emotional needs and desires of your prospect are so that you can become ‘as-one’ with them.

They have needs, so do you.

They have requirements, so do you.

In that sense, you are on equal footing. Concentrate on the emotional connection with the prospect and you’ll see a different relationship emerge, one that is build on trust and appreciation. 

By following William James’ example, you will quickly learn that appreciation is a key requisite for building trust.

Thanks again

Sean

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