When it comes to decision-making, one of my core beliefs is that people need a reason to make a decision. In sales, we are taught that, there is always someone selling and someone buying. Whether this sale will result in the exchange of money for a product/service OR just the exchange of ideas. That’s where we get the saying, “I bought into that.” The speaker was sold on an idea. There is always a seller and buyer.
One of the greatest examples of sales is the pursuit of matrimony. All of the elements are there… the buyer, the seller, the product/service/idea, and the commitment to the thing. Both parties know that this will be a long-term arrangement and the suitor will play their cards appropriately. The end result being the walk down the aisle, an exchange of rings and “I do’s”, and the proclamation of, “I pronounce you husband and wife.”
The key to selling anything isn’t about the seller doing all of the talking. We need to allow the potential buyer speak, the buyer HAS to speak. Non-verbal communication is one thing but, it can be misleading. You NEED to hear what is on your prospect’s mind. They MUST tell you what they’re thinking. How do I sell you on a life together in an Oceanside Cottage and you’d rather live in Nevada? Your speaking two different languages but, you don’t know that if both aren’t sharing. Many times, as salespeople, we get, what my mother-in-law used to call, “the run-offs”. We are so in to sharing our thoughts that we get diarrhea of the mouth and just go on and on and on. Let the person speak… One word from them may tell you that you’re headed in the wrong direction and you need to reroute.
Did you know that the biggest part of sales isn’t the sale itself? About 95% of the sale isn’t what we call the sales process… it is marketing. Marketing is the true meat and potatoes of your sale. How many times have you seen a commercial and at the very end of that commercial you realized that what you thought was the product and what the product actually was… it was two different things. Marketing should encompass the full spectrum of what the prospect is wants, needs, or desires AND how these areas will be met. In marital pursuit, one may show their value vs. the other ‘options’ out there, or how their interest in, or love for, the person is special and how it is different from others, or they will draw that picture of how wonderful life will be when they’ve come together. Guess what? It’s all marketing.
Finally, there is pain. Many times people will not make a decision because they haven’t been in enough pain, yet. What do you mean, Jackie? Here’s the cold hard truth. When I sold insurance, I would sometimes hear that killer phrase, “I want to think about it.” All this statement means is that I’m really not ready to do buy what you’re selling. But, the moment that they get that unwelcome message from their doctor, or get into that accident, or they are starting to “feel a little funny”… then they are Johnny on the spot to make that deal, no matter what the costs are. A person won’t be sold on marriage if they’d rather be single. The pain in this instance is being sick and tired of being unmarried and understanding that the opportunities don’t come around everyday to fix that issue.
The funny thing about the whole sales process is this one little thing… it all depends on the buyer. Some need to go thru the entire process whereas others will jump on the opportunity immediately. People are different and that adventure is what makes it worth the trip…
I love you ALL!!!