The prospect is also a salesperson...

Think of the last time you are presenting or making a sales pitch. Who is selling to who? Normally we think we are the ones selling. The prospect is the one being sold to. True enough……that is the case.

But what if I tell you that you are not the only one selling something whenever you are in a sales presentation or sales pitch?

What we mean is…...........the prospect whom you think is the one being sold to is also selling something to you and you are in fact also being sold into something.

Imagine you are selling (more like distributing) premium chocolates from Belgium. You approach this store and since maswerte ka, andun si owner. You caught the boss’s attention by you just saying “chocolates from Belgium.” As you make your sales pitch to her, she keeps giving you objections. “This is very expensive naman…..” “Hmm…..may something sa lasa……” “Too bitter…..” “We are also selling other brands of Belgian chocolates narin here at our store…baka it would result in cannibalization….”

Andaming excuses ni Madame right? And guess what is happening right here: you are the one being sold to, not you selling her. You are being sold to the reasons she should not get your products. She is selling you all the reasons she should not buy your product. You might be the one who was initially selling but you end up being sold……being sold to the reason she should not buy. Ironic, isn’t it…..

As the great Zig Ziglar said: “A sale is made on every presentation. The prospect either sells you that he can’t buy or won’t buy or you sell him that he can and should buy.”

You see the reason for this is that every time the prospect is going to buy something (esp. if its not cheap to the prospect); the prospect is taking a risk. She is giving away something valuable that she worked hard for, for something she is not sure would give her something more beneficial or more valuable than what she gives up for.

Para siyang nagmahal. Ibibigay niya puso niya, oras niya, effort niya sa isang tao na hindi naman siya sure na magiging sila. And true enough, if the relationship works out, she’ll have a very strong emotional, physical, psychological support and foundation. That is more than what she gives up. Pero if maling tao minahal niya, nagsayang siya ng oras, effort, pera (maybe), and most of all nasaktan siya.

And here is the thing: our brains are functioned to keep us safe. Gusto ng brain naten na play safe lang tayo always. It does not want us to take any risk that could harm us. Because of that, it will tell us all the reasons not to pursue what is risky. The same is applied with our prospects. The prospect’s brain is wired so that she would play it safe.

As master sales guru Jordan Belfort explained: whenever we are buying something, the brain is playing two scenarios in our mind. One is the worst case scenario or what will happen if we buy and it fails us (or simply state what we would lose if we buy and what will happen as a consequence). The other one is the best case scenario or what would happen if we buy and we succeed with it (what we will gain if we buy and what will happen as a reward)

What it means is that the prospect’s brain is selling the prospect the reasons she should not buy and the reason she should buy. And because our brains are wired to play it safe, meaning not to take risk, most often than not, our brains do not want us to buy.

Imagine you are buying life insurance. You know why you need it. You know what you’d be getting for that. And you can also afford it naman or at least the first year of payment. But why are you still hesitant?

Your brain is telling you: “kailangan mo ba talaga yan; bata ka pa, walang mangyayare sayo….” “What if mawalan ka ng work after two years and hindi mo mabayaran yung insurance policy mo? E di mawawala lahat ng binayaran mo…..nagsayang ka lang ng pera” “Hindi naman ikaw magbebenefit dyan……aanhin mo yan kung deads ka na? Sana pinangbili mo nalang yan ng bagong shoes” “Anlaki ng 3k per month uyyyy……anlaking nawawala sayo….and para saan? Para sa something na pwede naming hindi mangyare…..” The list goes on and on…..

And so even though you know why you need insurance; may humahadlang sayo and giving you all the right reasons why you should not buy. And these reasons, believe it or not, are valid.

And beyond just the worst case scenario playing in our minds when we are undecided about buying something risky; we also want to reassure ourselves of our decision not to buy especially when we are still undecided. So where do we get a reassurance? From the seller, the one convincing us to do otherwise. Because if yung seller mismo na-bara mo or naconvince mo in some ways na hindi okay bumili; you get the best reassurance there is.

Just think of political debates. Kung yung isang candidate napatahimik niya yung kalaban niya; who won? The best reassurance there is in convincing someone who thinks the opposite.

That is why they speak out and convince you why they should not buy. Kasi if you yourself, the one with the opposite idea, is convinced; there is no stopping her from not buying.

All that is to say whenever we are buying, our brains are playing two scenarios in our mind: the best case scenario and the worst case scenario. If what we are buying is costly in terms of effort, time, money, etc.; our brains are wired to keep us safe thus will give us every reason not to buy by playing the worst case scenario heavily. And for us to be reassured that not buying is the right decision, we need outside influence to validate it and who is the best person to validate it other than someone who opposes our idea of not buying? With that, the prospect is basically selling you why she should not buy rather than you selling something to her.

It is all good if indeed the product we are selling cannot help the prospect. It is all good if what we are selling ain’t that beneficial to the prospect. It is understandable and morally right to stop. But what if our product will really be beneficial and valuable to the prospect, just like the vaccines, and we are aware that indeed the prospect is just playing the worst case scenario heavily in her mind? What should we do?

What we should do is add fuel to the best-case scenario playing inside her head to a point that the best-case scenario conquers the majority of the brain. We have to help her play the best case scenario more than she plays the worst case scenario. In simple terms; we have to let her feel more assured and certain that buying what we are selling is the right decision.

How do we do that?

We could do this by frequently repeating the benefits and value she’ll get if she buys.

We could also do this giving her guarantees if you have the power naman to do that or if you sell your own products like giving her 14 days free trial or 30 days refund if she is not satisfied.

It could also be done by focusing on what the prospect’s life would look like if he buys your product which is a very powerful tool.

So whenever a prospect is selling you on why she should not buy (when you know and understand that she will greatly benefit and get value from the product); help her play the best case scenario more than she plays the worst case scenario by helping her feel more assured and certain that indeed buying is the right decision.

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