Today we will talk about the selling, purchase and their impact on us as human beings.
From the psychological point of view it is known that our perception towards the sales directly affects the customer while presenting the product or service which we sell. How we see ourselves and others, it helps us with the opportunity to convince in purchase or either cripple us in achieving our goal. During the selling process we should think about building a long term relation which will be greatly influencing our profits and generating good reference about us. The good seller is aware that the sale is not only an order and the approach should not be oriented towards the financial transaction but must oriented towards building the long-term relations.
We have to “change” the so far approach, which has undoubtedly been what has driven us to sell because we all have obligations, bills to pay and expenses of various types to cover. Due to this reason we need to focus on customer needs, be inquiring into their demands. We shall firstly start building relationships with the client. We have to put the focus on it .
It must be clear to us that people buy because of their needs and not ours. Inexperienced vendors try to sell due to their reasons rather than the customer’s, which is a totally wrong approach.
The customer needs details should be revealed, specifically what they want and need to purchase. Maybe they just go out to purchase and in this case they will have three opportunities :
They will purchase from you,
They will purchase from someone else – your competition.
Or they will not buy at all,
Therefore we need to find out the demands and needs of the customer leaving them to talk as much as necessary, in this way they will show what they actually want, their problems and the way they wants to sell them. By doing this we gain the client’s trust and take the role of consultant in their mind which is a very good thing and essential.
We should not only seek to achieve one sale, but should rather seek references for long-term job in many years. We should use the principle sheaves, trust and purchase that we have mentioned in the previous article. We should not approach the selling with sales enclosure as it was the old sales practices however we shall rather approach the new deals. We must continue to keep our customers and increase the sales with them, this is true mastery.
The Sales mastery is not how much you are able to sell but why the customers are purchasing from you.
It is said that people buy logically but justify purchasing emotionally, that means that their decisions are based on emotion and it comes to the conclusion that people buy based on the emotions. This proves the principle like it, trust, buy it, and brings us to a psychological conclusion, which means that we do not sell products, but we rather sell emotions. Emotions are key components for success in sales. From my experience I have concrete proof that in many cases when making a logical deal with our customer for selling products, office materials and we prove it by quality, dedication and customer care, in this way automatically the emotional relation is build up. After a while another company appears trying to intrude into our deal with the customer in respect to offering supplies with cheaper prices but unsuccessfully since the emotional relation has been build up on the basis of commitment towards the customer.
Most people have the wrong perception of price thinking that the price is the factor that decides the deal. I often make a comparison during the presentation why people prefer to buy smart phones, not ordinary ones that we used before. Smart phones provide more opportunities such as surfing in Internet, photography, GPS, communication with social networks, music, video, games, various applications, etc.. In this simple case we see that the price is not decisive in purchases for those who know what they want even though the price of smart phones is at least 10 times more expensive than ordinary phones.
Expert and renowned sales speaker Brian Tracy says that people do not like you to sell them but are willing to buy. The question is why people buy? They buy due to basic needs, according Maslow which are: food and shelter at the beginning of the hierarchy of purchasing needs, then there are others such as commodity, replacing something consumed or damaged, reasonable price, brand, distinctiveness from others, ego fulfillment, innovation trends (Smartphone-mania), dependency – the expression: I want to buy without any reason, mandatory purchases such as uniforms and books, gifts, reciprocity or obligation – if someone buys you gifts then you’re obliged to return it, sensitivity – care, fear – alarm systems – cameras – weaponry, the privilege – do I not deserve after all that work to have a luxuries such as expensive cars ?, etc.
All these show us that people have needs that must fulfill, have a problem that should be resolved and have a feeling which they want to please. An inner sense which they justify in their own special way.
You are probably wondering why we should know all these things for the mere selling. All people regardless of gender, age, religion, race, nationality, profession they exercise, all of them first of all sell themselves and then the job they perform. We as a salesman must know why people buy in order to enter into the customer’s world to see their concerns and to offer our service or product that suits them. Again, I emphasize that people do not buy in a logical way, but emotionally. When a customer establishes trust, a harmony is created and opens the pure possibility to carry out the purchase.
The question is that when there are large discounts on products such as “Black Friday, where people rush to buy and often wrestle, is there any emotions? Yes, there is emotion because the person first and before deciding to buy something prepares himself that he needs to buy something, and in this case when it comes to discounts, the emotion there is automatically activated along with the greed for cheaper price of the certain product for which he has previously convinced himself that he needs that product. The person needs TV and by the time he prepares himself for TV and not to buy trousers because during the preparatory process, he searches the product and builds the vision in consciousness how would it be like if he had it at home, how does the TV look like in his room and creates an emotional connection to possess it..
Researches done by consultants Gallup Benson Smith and Tony Rutigliano indicate that the customer and business satisfaction is based on an emotional bond with the seller. Customers who build emotional bonds with their sellers are likely to continue to buy twelve times more than those who do not have emotional relation with the seller..
In seller’s emotional intelligence should possess two skills, the first is to have so-called “high-concept skills” and so-called “high-touching skills” in order to sell today. The ability of high-concept, is the ability to synthesize information, have knowledge on the trends and models, and transfer them to a creative solution. This mastery is vital, because sellers meet regularly with customers and are overloaded with information which often do not have time and do not understand what information is important for them and what information is irrelevant, then how to share better information..
The high-touch skills are related to emotional intelligence skills, such as critical thinking, problem solving, and building relationships. The lack of these skills can be just as harmful as a lack of skills of high concept.
During the selling process, we must emit excellence of splendor in what we do, look the best that is possible to establish trust and build up cooperation.
It would be good to do an exercise with someone close or with the customer by asking three questions:
- What it is important to you when buying something?
- Why do you buy and what do you seek when you decide to buy?
- How do you know, based on what you understand that you made a decision to buy?
Listen to them in their language and see how they illustrate their respond , how they compile a sentences and emotions. If you listen carefully they will tell you exactly how they want to sell them. Once you discover their needs and demands of they buy then structure your presentation with a perfect sales strategy.
Keep in mind that patience in listening actively to customer needs awakens emotions and with the intention, passion and perseverance we reach positive results.