I’ve been thinking about this a lot lately. Fear. Why is it such a commonly used word in sales and marketing?
One of the best salesmen I know always says, “Find their fear, and go form there.”
People’s fear varies, from fear of losing the product they’re being sold, to fear of leaving loved ones with the burden of debt. Fear is an underlying emotion in most of us. A good salesperson will find that fear, and guide you to a solution… which happens to be in their product.
For example, when looking into life insurance, he might play into your fear of being a bad provider by convincing you that you're irresponsible if you don't have a pile of life insurance for your kids. "Is there any better investment?" he might ask accusingly. It is important to leave something behind for your kids, but the best policy that he’s advocating, is usually excessive.
Take note that if a salesperson guides to from your fear to a product that isn’t their own, that that salesperson is looking out for what’s best for you, rather than her wallet. This person is trust worthy, so take her number, and make sure to send your friends over for their consumer needs.
Till next time,
Georges - SPC
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Thanks for the great post on sales marketing. It was not only practical but was also quite interesting to read. However, I also came across two websites such as http://www.karmiccoach.com/ and http://www.mysticselling.com/ that serve as wonderful online resources providing valuable advice, ideas and tools pertaining to the needs of the small companies.
ReplyDelete-Sunoj