Listening For Emotional Clues

By Christopher Zoukis

Just Say No

To accelerate the sales professional’s ability to close the sale, Seidman developed the “Ultimate Objection-Handling Tool,” which provides a three-sided shield against buyer resistance.  First, the seller identifies the top six objections.  Next, the seller develops potent responses to the six objections.  And third, the seller customizes the presentation by selecting responses that best fit their ability and personality.  The author dissects each part thoroughly, giving lucid examples. 

Seven basic rules are offered to deflect the objections of buyers, along with a short discussion of each rule.  Briefly, the seven rules are: do not get defensive, do not brag about the product, do agree with the buyer’s thinking, do not become overly enthusiastic, do exhibit genuine interest, be prepared for objections, and be prepared to take a risk.

Can You Hear Me Talking? 

The Secret Language of Influence maintains that “strategic listening” is vital to successful selling.  Not only does listening well make others feel valued, it generates intimacy and makes others appreciate the listener.  A three-step program to improved listening skills is delineated.  The initial step involves understanding why people listen poorly.  Keys to good listening are second.  And responding after listening is the final step.  Image courtesy writebydesign.net

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A Feel for the Deal

By Christopher Zoukis

From effective language, the book segues logically to evoking emotions.  Sellers are advised to “create not simply a logical but a gut response” from buyers.  Research proves that most people make decisions to buy based on emotion first, followed by logical reasoning.  The illustration provided is BMW’s automobile commercial that declares:  “We don’t just make cars, we make joy!”  The seller’s job is to develop and ask questions that generate emotions appropriate to the buyer’s decision-making process.  Doing so, allows the seller to bond with the buyer during the sales process.   Image courtesy www.cartoonstock.com

Seidman supplies a number of sample questions designed to evoke emotions in each stage of the selling process.  The author advises sellers to remember that gestures, tone of voice, and facial expressions “must support the emotion you are emphasizing.”  In addition, two primary points about evoking emotions are related and re-emphasized:  first, since buying decisions are based on emotions, word choices are important; second, sellers need to “find their voice” by making certain to use their own vocabulary and personality. 

Another powerful selling tool is the power of storytelling.  A specific methodology for using and applying the persuasive power of storytelling is explained in detail.  Seidman’s model is called PET:  P is for personal.  E is for emotional.  And T is for teachable or trainable. 

The stories should be personal, linking experiences common to most people.  First experiences, such as school, kissing, jobs, paychecks, and bad blunders, such as foot-in-mouth comments and accidents or funny mistakes are good sources for story content.

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