And and But

Vicky Pollard is making the word but celebrated in comedy circles. Yeah, but, no, but yeah, but no.

Surprisingly the word but has enormous powers as it draws your attention. Unfortunately we use the word but to draw someones attention to a negative.

The product will work here but the feature set isnt quite appropriate. The benefits are numerous but my fee is x

The trick is to replace the word but with and to minimise the impact, or turn the sentence around so the word but illustrates the positive. For example:

The feature set isnt quite appropriate but the product will work here. The benefits are numerous and my fee is x

Simple but extremely effectivebeware of the word but

Because

Let's look at the power of 'because'. This is something that's important to understand because when you do, many things will become clear about why you and other people do what you do.

Research done by Langer, Blank and Chanowitz in 1978 produced some very surprising results. They were testing the theory that if we ask someone to do something, we will be more successful if we supply a reason. Which is true. However, along the way they discovered something even more powerful.

They persuaded 94% of people to allow them to cut into a queue at a photocopier by saying Excuse me, I have five pages. May I use the Copy machine because I'm in a rush?. When they made the request only, Excuse me, I have five pages. May I use the Copy machine? the rate went down to 60%. At first they thought that the difference was down to giving people a good reason, that they were in a rush. Not so.

They continued the experiment by now asking Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies? 93% complied, even though there was no real reason stated! No rush, no emergency, just the word because.

But why I hear you all asking. My daughter Bethan is going through the why stage where every other word she uses is why. After a while we as parents, look to an easy answer and quickly get into the habit of using because.

So how can we use this in selling? Simply use the word because whenever you ask them to do something.

Mr Smith, would you allow me to ask you a few questions about your current situation because I would like to find out which of our products would be most suitable for you.

Physical Anchoring

Anchoring is a term used to relate something to something else. Our world is full of anchors or reminders. The smell of fresh cut grass, the sound of church bells ringing, the voice of a loved one. These things trigger a memory and that memory floods back into our minds and we can enjoy those same wonderful feelings we had before.

You can use anchoring in selling by establishing a physical movement or sound for a particular instance and then re-ignite the moment later to allow the customer to re-visit the feeling or thought they had. Id better give you some examples.

You start the meeting and during your signposting you assure the customer that they dont need to worry about making hasty decisions but you will ask them at the end of the meeting whether they want to go ahead or not. You say on one hand you could say yes (holding up your right hand) or on the other hand you could say no (holding up your left hand). Warm up the anchor a few times by holding up your right hand everytime you say yes during the conversation. That way they get used to the gesture which now means yes. So when you ask them at the end of the conversation whether they would like to go ahead you raiseguess which hand?

One I like to use is the pointing figure. Not pointing right at your customer because thats rude but pointing slightly in the air. I use it with the phrase do you get my point. So when Ive explained something to my customer I ask them do you get my point and raise my finger (this is my pointing finger by the way but you knew that didnt you?). Later in the meeting when Ive explained a particularly good benefit I just raise my finger in the same way and nodding to the customer and yesthey get my point. Its fun.

Tonality is important here too. Lowering your tonality indicates an instruction or a command, so you can lower your tone when making a request or suggestion. This works well with embedded suggestions.

Stories

These are, without doubt, the most powerful way of moving the sales process along, with the customer firmly behind you all the way. Telling stories thatre linked to the sales message are brilliant because they are remembered. They are full of sensory data images, sounds, feelings and simply carry the customer with you.

Your stories dont have to be long the best ones are short and to the point. But they do need a connection or link to a point you want to make. A good story will engage the customer and youll be amazed by the attention theyll give you. Stories about previous customers work well when describing benefits of your product or service. Describe how the customer used your product to overcome a problem, for example. Illustrate a time when you used the product to help you liberally sprinkling within your story the various benefits of your product. Put a plot into the story, a journey maybepossibly a twist in the tale and youll have your customer glued to the spot savouring each and every word you utter.

Practise your stories so they trickle off your tongue and feel like poetry. Summary

So there we have 4 more under the radar tips which you can use when selling your product or service. Try one or maybe two next time. Feel the reaction and try some more after that. But like anything in life, and indeed it is one of lifes truismsyou have to tryso I wish you all the best in your future selling.