Neuro-Sell by Simon Hazeldine
Author:Simon Hazeldine
Language: eng
Format: epub
Publisher: Kogan Page
Ouch! I hope you can feel the pain! My pain list allows me to anticipate the likely problems and pain that my customers may be experiencing. If they are then I have prepared in advance to be able to discuss these and offer some possible solutions. It also allows me to ask questions around common areas of pain to see if the customer I am talking to is experiencing them too. Frequently, asking such questions uncovers additional problems my customer has that I can help with.
For all of the above I have ways to emphasize and multiply the pain (which will be covered in detail a little further ahead in this chapter), and I have planned in advance to discuss tried, tested and proven solutions to help customers with these problems. Each of my customers has a unique set of problems and challenges, and as a result I don’t offer or provide a one-size-fits-all or off-the-shelf solution. However, my customers often have similar themes of problems, and anticipating these means that I am thoroughly planned and prepared to discuss these and to demonstrate how I have helped other customers to overcome every single one of these problems. I would strongly advise you to be able to do the same.
Making sure that your customers have clarity around the pain they are experiencing provides compelling ‘stay away pain’ motivation to their brain.
4. Goal (future situation)
What do customers want to achieve? Ask questions to elicit their desired outcome. Ask questions about what a successful resolution to the problem would look like and what benefits it would bring them. Be aware that they may not always be able to fully articulate this, and in helping them to become clear about what they want to achieve you will again have been of good service and value to them.
Many people in their business and personal lives can feel overwhelmed with the nature and complexity of the problems and challenges they face. A salesperson who works with customers to get clarity about what a positive goal or outcome would be like, and to create a vision of a reality that focuses them on a new and inspiring possibility, can add great value. The more value you add, the more value customers will perceive that you and your products and services can bring, the higher price they will be prepared to pay for them.
In addition, being helpful to the customer will trigger the principle of reciprocity. Dr Robert Cialdini’s research shows this to be a powerful principle of influence. In his book Influence (1993), Cialdini states that ‘one of the most widespread and basic norms of human culture is embodied in the rule for reciprocation. The rule requires that one person try to repay, in kind, what another person has provided.’
Reciprocity is a powerful persuasion principle, and if you bring value to customers through your selling process, by helping them to get greater clarity over what would be most helpful to them, then you may very well trigger a reciprocity response in the form of them placing their business with you.
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