I think most of you know that the best way of selling your product is selling yourself, but how will you do it do you know? Selling is communication.
The interaction that takes place between buyer and seller has often been the subject of caricature(funny).
This is because buyers have money and power while sellers need to sell to justify their role.
While selling is a service the salesperson will fall to achieve if he/she humble and gentle but also one thing remember in your mind buyers don’t like being manipulated.
There are especially five types of power which you can apply in the sales situation, i.e position, correction, reward, expertise and charisma.
Remember who you are(position power)
Do you know? Sellers have less power than buyers for the simple reason that buyers can say ‘yes’ or ‘no’, or even ‘convince me.
There is a seller who always will be in danger if he forgot the position as a seller, you will put off, or irritate the client.
So you don’t keep the buyer waiting and you don’t allow your body language to convey messages of aggression, arrogance or insincerity.
This means that you should maintain a respectable distance from the client(between two and four feet) when you are selling anything Door-to-Door step back when someone opens the door.
This indicates that they are non-threatening and have no intention of invading the client’s space.
Having all this, how you speak to the client is all-important.
Make the client feel comfortable(reward power)
Making the client feel comfortable is an essential part of establishing a good rapport. The mannerisms adopted by the seller should always be polite and respectful, though not too overly ingratiating.
A relaxed manner and a sense of humour are often all that is needed to win the day. If the seller makes the buyer feel like a valued customer
it is a suitable way of rewarding his or her continuing interest and also product should also fulfil the client requirement.
Persuasion, not coercion(coercive power)
If rewarding the buyer is part of the psychology of successful selling then you seek to persuade, not bully or manipulate.
The buyer, on the other hand, might use coercive power to try to manipulate you and this is when you need all your faculties about you.
The coercive buyer can get away with being aggressive towards you, being rude when it suits them and winding you up just to see how far you can be pushed.
By taking note of the buyer’s body language, you will soon learn how to interrupt it.
- Superiority can be deduced from a posture in which the hands are clasped around the back of the head with the elbows pointing out sideways.
- Critical evaluation tends to be indicated by the chin leaning on an upward-pointing index finger.
- Disagreement or disbelief is shown by shaking the head slightly from side to side.
- Understanding is shown by a slow nodding of the head while nodding more quickly indicates agreement.
- Confidence and having made up one’s mind is indicated by steepling
Note- successful salespeople want long-term relationships with clients.
Be cautious about being the expert(expert power)
If the buyer does not have expert knowledge about the product or service clearly indicates that you are the expert,
then here is your chance to adopt the consultant style of selling where you solve their problems and difficulties as part of the sales process.
The consultative style is shown through assertive gestures and postures and more confidence in the tone of voice.
Be sincere, look the part(charismatic power)
Charisma on its own is not necessarily a touchstone to sales success, so do not try to be charismatic; just develop your expert and reward power and the charisma will develop itself.
The client’s territory
When you enter the client’s territory you are almost certainly at a disadvantage and as such you will probably touch your cuffs or your watch with one hand as a mild defence mechanism.
As a rule of thumb, it is advisable to arrive early and to avoid sitting down on the chairs and sofas provided in the reception area.
This is because being seated lowers your position whereby shaking hands and making eye contact becomes more difficult. also, sitting down can give the impression of lacking respect for the client’s authority.
The buyer’s office
Going onto a client’s territory is one thing, but entering the inner sanctum of the office is another. Since business is about buying and selling,
the seller needs to respect the buyer’s status in order to give the right impression, body language now counts for a great deal.
- Standing too upright or too close to the client comes across as too pushy or aggressive so lower your height slightly.
- Standing less than two feet from your client is too intimate and nine feet is too impersonal, the correct distance is between two and four feet. (in Arab culture closer proximity is acceptable)
- Be aware of posture congruence and interactional synchronising: adopt similar body postures and gestures but do not copy as it comes across as contrived. Probably the best method is to use cross-over mirroring.
- Never adopt a more relaxed posture than the buyer; remember your position power.
- The desk is intimate territory so get permission before you place your documents on it and be careful when leaning over it.
- Use active listening gestures, such as head cock, or grunts and nods of agreement.
- Maintain eye contact with the buyer to be seen as more honest, persuasive, informed and credible.
- Be aware of hand gestures, remember that palms up indicates honesty or uncertainty, while palms down convey certainty and assuredness.
Summary: To deliberately use language as an aid to selling is to miss the point. You are not acting, you are understanding and utilising your own natural attributes to your best advantage.