By Christopher Zoukis
Salespeople want to make more money. The trick to making more money is making more sales. And the trick to making more sales is, according to Dan Seidman, learning to speak the buyer’s language. Once salespeople learn to interpret buyers’ verbal cues, they can choose the appropriate words to influence the buyers’ decisions. Seidman’s book, The Secret Language of Influence teaches salespeople how to listen, gain psychological insight, and then influence others.
Patterns of Interruption
Seidman states that all buyers maintain patterns. They do the same thing in the same way over and over again. They respond to sales pitches the same way time after time. The example is a buyer to whom the author has left forty-six voice mails over a three year period. The buyer has never returned one of the calls. Frustrated, Seidman leaves another voice mail announcing that the buyer has won the “prestigious Most Elusive Prospect Award,” for never having returned a call. Author Dan Seidman / Photo courtesy seihonolulu.com
Unsurprisingly, the buyer, now angry, returns the call. The buyer eventually becomes a client. Seidman’s story illustrates what psychologists call “pattern interrupt,” which is a method of changing people’s usual manner of thinking. The author demonstrates how to use pattern interrupt in situations where buyers use their regular or usual brush-off techniques.
In the example, the prospective buyer attempts to brush-off the salesperson by citing that the business environment is tough at the present time, thus the buyer does not have the budget to make any purchases. Seidman’s pattern interrupt is to respond by asking an apparently irrelevant question, a non-sequitur. The implication is that the buyer, because things are so bad, will probably soon be jumping out of his office window. The buyer admits that business is “not that bad.” Now that the pattern is broken, the salesperson may make their presentation.