Sales Mind Games – The Most Important Sales Skill

Sales Mind Games – The Most Important Sales Skill

January 15, 2020 2 By Luis Garrison


Hi, I’m Mike Adams. This video blog is
about the most important skill in sales – mastery of the customer conversation. To
assist me with the video, I had two minds a salesperson we’ll call ‘you’ or ‘me’ and a
customer we’ll call ‘them’. You’re talking with the customer because you have a
bright shining idea that you’re pretty sure your customer will value! You just
need to tell your customer about how great the idea is and surely they’ll buy??
Well unfortunately, telling your customer doesn’t work. All your words bounce off,
all of your elevator pitches, your selling statements, your value statements.
Yhey all just bounce off. Some of them bounce off this… “I do not trust you” force
field and some of them bounce off this thick skull. But all of them bounce off
because telling doesn’t work! Your pitching doesn’t penetrate because the
customer doesn’t trust you and their mind is full of this red stuff. And that
full mind has no concept for your green square you see. Now it would help if you
could remove the barrier and get an idea of what’s going on inside your customers
mind. And we can remove the barrier by showing that we care and that we’re
credible and a fantastic way to do that is to tell a short story about who we
are and why we do what we do and that removes the barrier and puts our story
in the customers mind because there’s always room for stories. Then we
might prompt the customer to tell us their story and that goes in our mind. We
use questions to see into the customer’s mind. Questions to uncover their
aspirations their challenges and their plans and we also use
questions to get the customer thinking about the issues that we think that we
could solve. But there’s still no green square there. Questions can illuminate
and they can draw attention but they don’t teach or persuade. To place the
‘green square’ in the customers mind we could tell a story about how we helped a
customer in similar situation and encourage this customer to imagine
themselves in that situation and the ‘green square’ is starting to build we
could also ask the customer if it’s okay for us to teach them about green squares
and to do that we would start with something they already understand such
as these red squares here and if we’re really clever we might think of an
analogy or a simile or a metaphor which makes our ‘green square’ magically appear
attached to a concept that they already understand. And we call all of
this persuasion and when we persuade in this way, with stories and teaching and
metaphors a wonderful thing happens when our customer goes out and meets one of their
colleagues and they transmit your green square into their colleagues mind –
because you taught them! Now I’d love to hear your comments about these conversation
mind games. in part two (The Zen Mind) I’ll talk about advanced mind games and a
different way to ‘be’ which is when you approach the customer conversation with
no sales agenda with no ‘green square’. Until then thanks for listening.
I’m Mike Adams.