"When dealing with people remember you are not dealing with creatures of logic, but with creatures of emotion." ~ Dale Carnegie ~
The reasons why customers may want to buy your product, service or information are as simple as ABC. They are ...
(A) Need/Pain : they have a need or problem ... which is causing them extreme discomfort
(B) Goal : what they need to help overcome their pain/problem
(C) Help/Solution : that you can provide the Solution to their problem; help make their life better
Here is a simple but powerful rule ... always give people more than they expect to get. ~ Nelson Boswell ~
To use or not to use ... Sales scripts?
Are sales scripts essential or just banal?
Sales scripts can be useful especially if you are 'newbie'; serves as a guide. Scripts are words on a page. How you use the script is what makes the sales process come to life.
Scripts could create another dialogue in your mind which can be distracting and you may find yourself too focused on your next sales line to the prospective customer. Instead of being focused on making a connection with her. When a sales person does this, he inadvertently closes that precious window of opportunity to genuinely connect and interact with the customer. Customers today are more discerning and shrewd – they are familiar with the tricks and lines.
Scripts could make the stage of rapport building a little mechanical – you end up not building rapport but just going through the motions of trying to make a sale. During the process, you have your fingers crossed hoping your prospective customer will buy your product.
Sales scripts may create a false sense of security because it does not provide you with the interactive spontaneity that is very important in building rapport with a prospective customer. Build rapport and trust even before identifying the needs of your prospective customers. This helps bring down the barriers to communication.
The "gift of rapport" far exceeds the "gift of the gab"
"Anything is possible in the presence of rapport." ~ Milton Erickson ~
Language was created so human beings could communicate more effectively with one another; to get their points across. Why then, do we still have so many problems communicating? Too often, this becomes a source of frustration, disagreements, misunderstanding and conflict.
In his book, Kinesics and Context (the study of human communication), anthropologist Ray L. Birdwhistell explained that the effect of our communication is less dependent upon words. His research on the effectiveness of communication revealed the following:
55% is due to the physiology of an individual
38% is a result of vocal tonality
7% is a result of actual words
Rapport is created by using ALL levels of communication (not merely words) to create a bond of familiarity with a person or a group of people. It does not necessarily mean liking one another. This feeling of connection causes both parties to experience a level of mutual understanding and empathy, which instantaneously elevates the conversation to a more familiar and open level.
(Reference: Christopher Howard, "Three steps to wealth and power")
Look out for the next part of Skyrocket your Sales with an Achiever's Attitude series. I am grateful to be on this journey with you. Carpè Diem.
About the Author: Xen (The X Factor) Angelides is the founder of X-Factor Human Performance Systems. Xen Angelides is a Business Development Consultant, a proven veteran of the fitness industry, an accomplished educator and professional speaker. As a certified results coach and master practitioner of neuro linguistic programming (NLP) and neurological re-patterning, Xen has helped many individuals transform their thinking and performance. For more information, contact This e-mail address is being protected from spambots. You need JavaScript enabled to view it or like his Facebook Fan Page.
Comments (3)
Great Blog Xen
The reverse situation also offers some insight i.e. "Why your customers leave"
The most dangerous assumption a salesperson can make is to believe a customer is satisfied, loyal and not looking elsewhere.
It’s more accurate to view customers as free agents who are constantly making new discoveries and getting information easily, and who do not feel beholden to a salesperson. You’ll keep more customers if you really understand where their heads are at, and why they might want to switch.
What about the 96%?
You may have heard that only about 4% of your dissatisfied customers will tell you about their unhappiness. But what happens to the other 96%? A recent survey entitled, “Why customers quit” revealed the following:
3% simply move
6% develop other relationships
9% leave for competitive reasons
14% are dissatisfied with the product or service
68% leave because of a perceived attitude of indifference toward the customer by the owner, salesperson or other employee. (its not only what you say its how you say it OR what you don't say)
The survey also found:
The average business spends six times as much to attract new customers as to keep old ones.
Seven of 10 complaining customers will do business with you again if you resolve the complaint in their favor. Resolve it on the spot and 95% will do business with you again.
A satisfied complainer will tell five people about the problem and how well you resolved it.
A typical dissatisfied customer will tell eight to 10 people about the problem.
It takes 12 positive service incidents to make up for one negative incident.
Hi Steven, Great comments. I could not agree with you more. Especially the statistics - it is so true. 68% is mind-boggling. It is all about the attitude regardless of your position in the company. Look out for my next blog ... it is about the attitude and mindset.
As someone who has worked retail I understand the value of good customer service, because I know how infuriated I am when I receive poor customer service. I think just because you have the monopoly on an area does not mean you should have poor customer service.