First impression part 2
We continue with the ’first impression’ and I intend to go a little deeper today.
I will show the importance of personal charisma and how you communicate. There are some studies done on the basis of this and I choose to focus on just that because as a seller we forget how important this is, concentrating more on sales techniques and product knowledge. As I see it, both selling
techniques and product knowledge is of secondary importance. Truth is if you do not create contact and “rapport”, it does not matter how good you are in sales technique or how great your product knowledge is.
Back to the surveys I base this on, namely the one where customers where asked what made them buy into what the sales rep was selling.
• 10% bought the product because the seller had great product knowledge
• 30% bought because the seller had good sales technique
• 60% purchased the product because of the sales rep personal charisma
Since we are concentrating on the personal charisma, there’s another survey by a Professor Mehrabian showing how communication (personal charisma) breaks down and what the potential customer listens for and listen to:
• 7% of communication is what I say
• 38% is how I say it
• 55% is all about your body language
When I read this and realize the importance of how important my communication is and what makes a purchase, it becomes even more important for me to practice on how I approach customers.
Just to make it easy, we can take a simple but very important phrase in many contexts.
Image the following, I want you now to see this scenario before you. Your love stands in front of you, while he or she looks away and with a monotone voice says to you: “I love you.”
The next picture is the same person, this time she or he looks at you and says with a soft, calm and warm voice, “I love you.” With an emphasis on love.
The last picture is that this person whiles the words “I love you!” with warmth, passion and sincerity comes over his or her face, the person smiles warmly, eyes are sparkling and the arms open up to you, to a welcoming embrace.
Which of these three sentences would you like to hear? The third one, right?
In the same way you communicate with your customers. I’ll give you another example that I tested myself when I heard this and was hesitant to theory.
I was a salesman at a well-known hair products company and we had just launched a new hair volumizer product. I had just come home from a sales conference where I learnt everything about the volumizer, and I was really hungry but also eager to get out on the road for my first customer visit on Monday.
Monday came and my first visit was with one of my biggest clients. I decided to very calmly and objectively present the product, ask questions and argue for the product. Without empathy or proper body language that would reinforce my presentation, the conversation had its usual scenario between sellers and customers (with questions and answers), possible arrangements and options. Finally he said: “Nah, you know what Micael, I do not think this is something for me. What do you have more? “End of discussion! Period!
So for the next customer, I decided to try to passion and engagement instead of going by the book, so the following scenario followed at the client.
I walk into the salon wearing a big happy smile and rushed confidently into the meeting room, dropped the bag and said, “At last! It’s finally here. Let me show you! ”
The customer becomes a bit confused but is curious and want to know more.”What do you mean? What is it? ”
My enthusiastic answer: “Now it is here, the perfect product for fine hair.” I picked the product from the bag, showed it and said: “Wash your hair, apply the product, and WOOOOM. Volume, fullness and natural shine.” I used my arms and hands, sweeping here and there to demonstrate the effect the volumizer would have on the hair. The answer was: “Of course we shall have it! How many should we take? Do you have an offer? ”
This was all in all, three minutes, compared to 20 minutes for the other “failed” presentation.
It goes without saying that I continued to work this way and was at the top of the game when the selling cycle ended. I succeeded big time.
What I mean by this is that with your body and your enthusiasm you can go much further than with pure by-the-book salesmanship. This is basically to emphasize with you that if merge your enthusiasm and passion synonymously with your by-the-book sales skills the result will be double. Do not be so rigid and reserved. Embrace your emotions, your passion and authenticity, and have the courage to let go of control yet still keep your seriousness.
Again, I know I’m a little repetitive on this, but what can you do differently from your competitors? How differently will you do things and what difference will it make?
Good luck out there!