During tough economic times, for example, people will buy luxury items like jewelry. Why? To make themselves feel better. Your product can help alleviate the customer’s pain, but only if you can figure out where it hurts.
At the end of your life, you won’t care about being rich (there are no luggage racks on a hearse) but you will want to be known as the best in your field. Make that the goal, and the money will come.
There, you should be selling your neighbors and friends – even your wife and kids – on anything from the virtues of A-1 sauce to your latest business plan. Never stop selling
Getting upset only tarnishes your image as a winner and ruins your chances of closing the sale later. When the customer says no, you say, "Great! That’s wonderful!" Then send a little gift.
My work with cultural archetypes is not easy to explain, but after 30 years of experience, I go into meetings knowing exactly what a prospect will say ("Prove that it works!") and how I will answer ("Here are my success stories"). Being surprised means you haven’t done your homework.
Rehearse the sales call in your mind and imagine the various scenarios. When the big moment arrives, you will improvise naturally and instinctively, like a jazz musician navigating tricky chord changes.
The Mini Cooper is a good example. It’s so cute that many owners give their car a name and also join a social network of other Mini owners. BMW understands that these customers are basically adolescents.
The best salespeople are great actors – which doesn’t mean they are faking it. Rather, they are connecting to something inside that’s honest and true.
If you’re having trouble getting inspired selling facial cream, for example, imagine instead that you are helping women feel beautiful. Make it something you can believe in. If you feel like a phony during a sales pitch, you’re on the wrong track.
Later I gave him my business. Why? My cortex, the intellectual side of my brain, understood that he gave me the cigars as a sales ploy. But my limbic brain – my emotional side – was still influenced by the gift. I felt good about this guy.
The most important part of our brain is the reptilian side. These are the animal instincts of survival and reproduction.
Businessmen who bring clients to strip clubs are appealing to our reptilian side without even realizing it. But it’s not only sex that sells: Making small talk with customers about children or puppies will also accomplish this goal.