The Psychology Of Selling Proven Techniques, Strategies And Scripts To Close The Sale Every Time Leonard Moore Copyright © 2018 Leonard Moore - All rights reserved. In no way is it legal to reproduce, duplicate, or transmit any part of this document in either electronic means or in printed format. recording of this publication is strictly prohibited and any storage of this document is not allowed unless with written permission from the publisher. all rights reserved. The information provided herein is stated to be truthful and consistent, in that any liability, in terms of inattention or otherwise, by any usage or abuse of any policies, processes, or directions contained within is the solitary and utter responsibility of the recipient reader. under no circumstances will any legal responsibility or blame be held against the publisher for any reparation, damages, or monetary loss due to the information herein, either directly or indirectly. Respective authors own all copyrights not held by the publisher. The information herein is offered for informational purposes solely, and is universal as so. the presentation of the information is without contract or any type of guarantee assurance. The trademarks that are used are without any consent, and the publication of the trademark is without permission or backing by the trademark owner. all trademarks and brands within this book are for clarifying purposes only and are the owned by the owners themselves, not affiliated with this document. The author wishes to thank 123RF / gajus for the image on the cover. Table Of Contents Free Bonus: 3 Insanely Effective Words To Hypnotize Anyone In A Conversation Introduction Chapter 1: What Makes You a Wow Salesperson? Chapter 2: The Psychology Behind Buying Decisions Chapter 3: Prospecting and Getting Appointments Chapter 4: Overcoming Objections and Closing Sales Chapter 5: Sales Techniques That Work Bonus Chapter: Sample Sales Scripts Conclusion Other Books By Leonard Moore Free Bonus: 3 Insanely Effective Words To Hypnotize Anyone In A Conversation If you're trying to persuade and convince other people then words are the most important tool you absolutely have to master. As humans we interact with words, we shape the way we think through words, we express ourselves through words. Words evoke feelings and have the ability to talk to the listener's subconscious. In this free guide you’ll discover 3 insanely effective words that you can easily use to start hypnotizing anyone in a conversation. Click here to download the guide for free Introduction Even though you don’t realize it, we are all salespeople. We are either selling our best qualities to a new date or selling our expertise/experience to a prospective employer or selling our ideas to people or convincing our friend to join us for a weekend movie. Knowingly or unknowingly, we are all selling. Whether you want to advance your social skills or get hot men/women or even pitch your startup idea to a funding company, smart sales strategies will give you an edge. Contrary to popular perception, sales is not just about figures. It runs deeper with psychology, understanding consumer mindset, and persuasion techniques. In the end, it may boil down to revenue, but smart psychological techniques will help you reach your target and kill competition. Sales may be about math, but selling is an art. The good news is, anyone can master this art. It isn’t a secret superpower that some people are just born with. It is a carefully cultivated and practiced skill that helps you ace just about any situation in life. Also, from a commercial point of view, any business needs revenue to grow. It helps cover the company’s operational overhead and determine steady growth. There’s no business without money, honey! It is the oxygen that keeps your business breathing. However vital it is to the existence of a business, you are seldom taught to sell. Somehow, selling is not perceived as a very positive knack. In colleges, people don’t bother about training or learning how to sell. Our social conditioning is what has led to the creation of this perception. Television media and film have often portrayed salespeople as hungry wolves waiting for their prey. These are the sleazy, deceptive and unethical people who are out to get your money by sweet talking or selling your plain lies. I don’t blame you for thinking this way. Many of us view salespersons as liars whose only aim is to sell to you. What reinforces this view is the fact that thousands of people take up sales as their profession without being sufficiently trained for it. They are not trained in the fundamentals of psychology, persuasion, overcoming objections and effectively closing the sale. They operate with a belief that all they’ve got to do is list the features of a product, and get the customer to buy it. This naturally leads to a negative customer experience. I mean, would you buy from a person who, in a staccato-like tone, says “da da da da da these are the features of the product. Now come on, buy it.” Likely not. The techniques you will learn in this book can be applied in almost any situation where persuasion is involved. You can pick up these smart strategies and put them to use right away to get results in not just your sales targets but also other areas of life. In fact, I’d say sales training is excellent training for social or public life. You meet new people every day, learn to handle objections, gain greater knowledge about the buyer’s needs/psychology, look for a common ground, and handle rejection. Rather than holding a negative view of salespersons as manipulators, view them as graceful persuaders who get people in win-win situations. There has been renewed interest in the field of persuasion and consumer psychology. A new wave of salespersons who use solid psychological principles, attract the buyer’s attention, arouse their interest and tap into their subconscious mind to create the right feelings related to the product or service they are selling have now taken over. They understand that at the root, it is about solving a problem or creating the desired feeling in the customer. In its broadest sense, selling is all about understanding what exactly the customer wants and fulfilling that need. If you are still selling using traditional sales techniques, you are in for trouble. It is time to up your game and reinvent the way you sell because now it isn’t just about selling; it is about helping the customer buy! Chapter 1: What Makes You a Wow Salesperson? Ever wondered why while some people break one sales record after another, others barely manage to scrape through their targets. It is all about the approach and technique. How do you come across to your prospects? What is your body language while selling? How do you make yourself come across as more positively persuasive? How do you demonstrate a more resolute and less desperate personality? What are the qualities that a wow salesperson should possess? Every salesperson operates with a different approach, attitude, and mindset. Fortunately, sales is a skill that can be learned not a talent that a person is born with. Anyone reading this can be a superstar salesperson by sharpening their persuasion techniques and understanding human psychology. These skills are broader and can be applied in any sphere of life. Here’s everything you’ve wanted to know about the attributes that can make you a superstar salesperson. Self-Confidence Self-confidence is the top skill for any aspiring salesperson to cultivate. If you simply do not have the confidence to go beyond the first sign of resistance displayed by the potential customer, you won’t be able to sell. All our skills you pick up will be pointless if there is no confidence while selling. If a potential customer doesn’t appear interested in your product or service and raises objections, avoid taking it personally. You need to hold their hand and help them buy rather than sell. You’ve got to be confident and self-assured enough to control the communication and lead it in the desired direction. If you potential buyer sniffs self-doubt during the interaction, you’ve ruined your chances. People are rarely inspired by those who come across as insecure or full of self- doubt. If you don’t believe in your offer or yourself, how do you expect to convince others about it? Keep your body language assertive yet friendly. Stand or sit in an upright position. Lean slightly forward to demonstrate interest. Slouching, tapping your feet and fidgeting with fingers (or an object) can be seen as signs of nervous, boredom or lack of confidence, which will discourage people to buy from you. Never keep your arms or legs crossed. Leave them open to appear more engaging, friendly, flexible and relaxed. Crossings your arms and legs is a sign of mentally switching off or being closed to what the person is saying. It depicts rigidity or disinterest. The atmosphere will quickly turn hostile. Shake hands with a firm grip to signify assertiveness, authoritativeness, and confidence. Nothing makes a more unflattering first impression than a limp handshake. It demonstrates a weak personality and makes you come across as nervous and filled with self-doubt. The correct way to do it is by holding a person’s hand firmly and raising and lowering it two or three times. Don’t squash the person’s hand completely or you’ll come across as aggressive and dogmatic. Also, avoid unblinking eye contact, or you’ll come across as intimidating. Look away once a while to maintain a balance between looking suspicious by shifting your gaze constantly and appearing intimidating by keeping unwavering eye contact. The Ability to Influence Can you inspire and influence people to take the desired action? Are you persuasive and convincing enough to lead people into immediate action? Understand that today selling is not about rattling off a list of features. That’s passé! “Remember, features tell, benefits sell.” Features are nothing but facts about your offer. However, benefits have emotional underpinnings. Persuasiveness and influence are about being able to harness the power of benefits to get potential buyers to decide in your favor. When you communicate benefits, you appeal to their emotions and interests, thus making the offer appealing. Benefits tell your potential customer using the powerful WIIFM principle – What’s In It for Me? For example, “the store is open 24 hours a day” is a feature while “you can buy whenever you want at you own convenience” is a benefit. Benefits speak directly to the customer about how the offer helps them, whereas features talk about plain, cold facts about the offer. A persuasive salesperson knows good selling is helping the customer buy by translating features into benefits. Because hey, at the end of the day everyone’s looking for, “what’s in it for me?” Leverage emotions by focusing on benefits. Mention how it will add value to their life. Make them feel great about the prospect of taking up your offer, and they are sold! Superior Listening Skills Average listening skills will not help you become a superstar salesperson. I know a lot of salespeople who have the gift of the gab. They are impactful speakers but seldom care to listen. A great talker won’t go too far without listening. Speaking the right things comes from listening and comprehending your potential customer’s needs and aspirations. When you listen, you ask the right questions and have a better idea of what exactly he or she wants. Also, it shows respect and considerateness, which gives you an edge over salespeople trying to push their offers down the customer’s throat. Asking the right open-ended question (super tip for knowing more about the customer) and then muting your inner urge to speak can help you listen to the customer’s needs. Do whatever works for you to keep yourself quiet and listen. Resist the overpowering urge to interrupt with your two cents. Only when you force yourself to be quiet can you tune in to the voice of your prospect. Rapport Building I know luxury car salespersons who are trained to peep into the cars of their prospective customers to look for clues to strike a rapport-building conversation. For instance, if a salesperson sees a golf kit in the back of the car, they mention something about looking forward to a session of golf over the weekend or talk about how they try to get home early for a round with friends. The psychology that we like and listen to people who we believe are pretty much like us. They seem “one among us,” and hence the tendency to believe and buy into what they say becomes easier. Building rapport and developing relationships help your prospects feel a sense of a belonging or affiliation with you, which helps establish trust. This leads to a beneficial relationship where they even become repeat buyers and evangelists for your offer. A strong network of satisfied buyers is the cornerstone of growing your sales figures. Self - Motivation Yes, you may have a boss from hell monitoring your strategies or results. However, the will to grow, learn and invest in your skills should originate from within you. You are not a completed piece but a “work in progress.” Though the