Understanding how to sell or market is made clear by understanding what causes people to make decisions.
People who sell a product without understanding how and why people make decisions are using a dying sales and marketing model that will eventually become extinct.
Fortunately you’ll be way ahead of the curve.
The old way of selling and marketing, used by about 97% of people to this day is all about meeting someone, getting their attention, identifying needs, closing the sale. That kind of stuff.
That poor guy will “close” 10% of his appointments. “It’s a numbers game.”
The smart marketer and salesperson (hey, someone who has Science of Influence 1-60) realizes that the reason the other 90% said, “no,” is because selling has always been about the salesman and what the salesman “does.”
There are lots of ways to gain the business of the majority of people you come into contact with. And, there are a number of ways to LOSE the business too.
What do People Want?
Last month, some really cool research was reported that shows that:
Most people want to be perceived as “normal.” They want to be perceived as “standard.”
The research is shown below but here is the “what’s in it for you” (take away).
- People who are somehow publicly applauded for their excellence in X, will continue to excel in X. Now that is pretty important. If someone says in private, “nice job William, you worked a lot harder than everyone else by far and it paid off…” he is not likely to continue his winning ways. He’ll realize that everyone else has gone swimming and he’s been carrying the business.
On the other hand, if someone says, “nice job William,” in front of an audience of hundreds of people, or in a newspaper, or those words are stated on a plaque or a trophy, or in a magazine or a book, or at a meeting…THEY will very likely continue to put forth the greater efforts.
- People who are privately told that they are not up to speed are not likely to do a little better or work harder at something. But, not more than those told so in public or with public knowledge.
So, how do you utilize this information in your business?