Winning Body Language for Sales Professionals by Mark Bowden

Author:Mark Bowden
Language: eng
Format: epub
Publisher: McGraw Hill LLC
Published: 2013-03-15T00:00:00+00:00

I’ll Have What She’s Having!

Questions and statements that elicit introspection are essential for the proof stage of the sale, as they give data around the values and beliefs motivating the customer at this time. Self-reflective questions in the context of this shoe store might sound like, “How do these work with what is most important to you about running?” The answers that can be elicited from such a question are close to the apex of the vulnerability spectrum and increase your Rapid Resonance with the client; and so, if the salesperson comes no closer than the personal space (no intimate space close-talking) and keeps her body language open, affirming and accepting the statements that come back, the customer is inclined to view the sales professional as a friend of the tribe, that is, a supplier to the values and beliefs he holds as most important, and thus driving the customer’s behavior toward the Close.

In all sales situations it is ideal to get the customer to agree to the hypothetical vision of buying the product or service before trying it out. The proof step should be one that confirms the recommended decision, rather than be the driver of which decision to make. In other words, too many salespeople—especially in retail, but not limited to that environment—depend too heavily on the product to sell itself. The reality is that the product will inspire shoppers to buy it only if they can see themselves using it. The goal of the salesperson, by actively listening to the triggers and motivation of the shopper, is to begin to enhance that vision of life with the product the shopper needs so as to make a closable buying decision. In the case of the sports shop, trying on the shoes is not about “Do I like it?” but “Is this shoe the one that will fulfill the objective of the purchase?” The objective could be a very emotional one, like, “Do I feel strong and fast in these?” If “Yes,” then the Close has written itself.

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