Today’s Webinar:

The Science and Psychology of Selling

Lastar Is A Leading Manufacturer Of Low-Voltage Connectivity and Cabling Solutions

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Today’s Webinar:

The Science and Psychology of Selling

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Today’s Webinar:

The Science and Psychology of Selling

Your Presenter Today is…

Joseph Cornwall

CTS-D, ISF-C, DSCE

Technology Evangelist

Email - jcornwall@lastar.com

Twitter - @JoeCornwall

LinkedIn - /in/josephcornwall

The Science and Psychology of Selling “The jungle is dark but full of diamonds...”

Arthur Miller (1915 - 2005)

• The Case For Selling Skills

• Thoughts on The Selling Process

– Sales Communication Apart From The Product

• The Sales Experience Continuum

– From Beginner To Seasoned Expert

• The Importance Of Non-Verbal Communication

– What Words Don’t Say

• Visual, Auditory And Kinesthetic Reception

– Understanding Your Customer’s Communication Bias

• Confirming The Message

– The Importance Of Active Communication

• The Close

– The Point At Which You Should Stop Selling!

Our Agenda…

“In the modern world of business, it is useless to be a creative original thinker unless you can also sell what you create. Management cannot be expected to recognize a good idea unless it is presented to them by a good salesman.” -David M. Ogilvy

• Customer Sophistication ... Fierce Competition ... Commoditization ... Price Obsession ... Complex Sales Cycles ... Globalization ... Changes In Buying Behaviors… Even In The Face Of These Challenges, New Sales Opportunities Are Pursued And Won

• Sales Skills Are Life Skills – Effective Communicator

– Active Listener

– Ability To Ask Useful, Probing Questions

– Problem-Solving Ability

– Organized And Analytic Thought Process

– Self Motivated

– Positive Self Image

– Socially Adroit

What Are “Selling Skills”?

• Leadership Through Persuasion

• Persuasion Is A Form Of Social Influence. It Is The Process Of Guiding Oneself Or Another Toward The Adoption Of An Idea, Attitude, Or Action By Rational And Symbolic Means

• Persuasion Is Different From Negotiation, Although Both Are Forms Of Influence

– Negotiation Focuses On Coming To Agreement In Situations Where At Least One Party Sees A Conflict Of Interest

– Persuasion Is Designed To Win The Other Person Over, Removing Obstacles To Create Alignment

“When you encounter difficulties and

contradictions, do not try to break them, but bend

them with gentleness and time.”

- Saint Francis de Sales (1567 - 1622)

The Key To Successful Sales – Understanding

What Needs To Be Sold

• Who Are You And What Is Your Natural

• Who, Exactly, Is The Other Party And To Which “Channel” Is He Or She Tuned?

• What Is The Optimal Influence Tool?

• Do You Serve Clients Or Customers?

– What’s The Difference?

Client Or Customer?

• According To The American Heritage

Dictionary, Both "Customer" And "Client"

Can Be Defined As "One That Buys Goods

Or Services."

• The Dictionary Has Five Other Definitions

For Client:

• A Client "The Party For Which Professional

Services Are Rendered, As By An Attorney"

• A Client Is "One That Depends On The

Protection Of Another"

• The Main Difference Between A Customer

And A Client Is That A Protective, Ongoing

Business Relationship Is Formed With A

Client, But Not Necessarily With A Customer

• A Customer Can Be Just A Patron, While

A Client Is A Patron Who Also Seeks

Advice

Selling Has Little To Do With What Is Being Sold

• Professional Sales Skills Are Built Upon A Bedrock Of Communication

• A Professional Sales Person Will Listen 3X More Than They Will Talk!

• The Client Will Tell You, In Words Or Actions, If You Are Satisfying

Their Needs – Beware The Red Herring!

• Buyers Evaluate Attributes Such As

Product And Service First And Look

For An Acceptable Price Range

Second

And The Act Of Selling Has Nothing To Do With Product!

THE FOUR STAGES OF COMPETENCE

“Before rolling out specific training or initiatives that are aimed at improving some facet of your

business, you need to ensure that your leaders and team members are equipped with fundamental

communication and relationship management skills.” - Gordon Training International

The Sales Professional ‘Experience Continuum’

• Conscious Incompetent

– “I Have No Idea What I’m

Supposed To Do”

• Unconscious Incompetent

– “I Think I Know What I’m

Supposed To Do And I Think

I’m Doing It… Maybe”

• Conscious Competent

– “I Know What To Do And I Think

Through, And Act On, The

Steps Required To Accomplish

The Task”

• Unconscious/Conscious

Competent

– “I Know What To Do And It’s

Second Nature”

Professional Selling Skills Demand An Ability To

Communicate Nonverbally

• Body Language – Posture

– Clothing

– Hand Gestures

• Tone Of Voice – Volume

– Pitch

– Inflection

– Timing And Cadence

• Facial Expression

• Proxemics

Characteristics Of Nonverbal Communication

• Paul Ekman - Renowned Psychologist And

Pioneer In The Study Of Emotions And

Their Relation To Facial Expressions • Influential 1960s Studies Of Facial Expression

Determined That Expressions Of Anger, Disgust,

Fear, Joy, Sadness And Surprise Are Universal

• Non-Verbal Messages Primarily

Communicate Emotions, Attitudes.

• Non-Verbal Cues May Substitute For,

Contradict, Emphasize Or Regulate Verbal

Messages

• Non-Verbal Cues Are Often Ambiguous, But

Are None-The-Less Reliable

• Non-Verbal Cues Are Continuous

• Many Non-Verbal Cues Are Culture Bound

• Recent Studies Have Shown That Non-

Verbal Cues May Have More Than 4X The

Effect Of Verbal Cues

The Non-Verbal

Message • NVC Is The Process Of

Communication Through

Sending And Receiving

Wordless Messages

• Gestures And Touch

(Haptic Communication)

• Body Language Or

Posture

• Facial Expression

• Eye Contact

• Speech Contains

Nonverbal Elements

Known As Paralanguage

• Voice Quality

• Emotion And Speaking

Style

• Prosodic Features Such

As Rhythm, Intonation

And Stress

LEARNING MODALITY

Some like to see what you mean .....

Some like to hear your idea .....

Some like to experience or feel what you are talking about ....

Thoughts On Modality As They Apply To

Selling Skills…

• We “Learn” Through 3 Mechanisms

– Visual

– Auditory

– Kinesthetic

– Discussions Of Learning Modality

Are Common In Educational

Literature

• Communication Is Enhanced When

Material Is Presented In The Modality

Most Consonant With The Target’s

Learning Bias

• NVC Will “Uncover” Modality

Ineluctable Modality Of See, Acrylic On Paper by Soren James

Visual Modality

• Ideas, Concepts, Data And Other Information Are Associated With Images And Techniques

• Graphs, Graphic Organizers Such As Webs, Concept Maps And Idea Maps, Plots, And Illustrations Such As Stack Plots And Venn Plots

• Visual Learners Usually Possess These Qualities:

– Have Great Instinctive Direction

– Can Easily Visualize Objects

– Have Instinctive Sense Of Balance And Alignment And As A Result Are Excellent Organizers

• Visual Learners Comprise 65% Of The Population

How Can You Tell If Someone Has A

Visual Learning Bias?

Auditory Modality

• Auditory Bias – A Message Is More Easily

Accepted Through Listening

– Auditory Learners Learn Best By Listening

And Talking Aloud

• Auditory Learners Are Typically Good With

Words And Language

• Auditory Learners Often Exhibit Innate

Skills In Public Presentation Or Speaking

• Auditory Learners Make Up About 20% Of

The Population

How Can You Tell If Someone Has An

Auditory Learning Bias?

Kinesthetic Modality

• Kinesthetic Learners Receive

Information Through Hands-on

Experience

– Touch People To Get Their Attention

– Are Physically Oriented And Move A

Lot

– Learn By Manipulating And Doing

– Memorize By Walking And Se

– Can't Sit Still For Long Periods Of

Time

– Use Action Words

– May Have Messy Handwriting

– Want To Act Things Out

– Like Involved Games

“Cycle Of Learning” by David Colb

Identifying Learning Types

It's easy to decipher the modalities of other people in your

life by noticing what words they use when they are

communicating. These words are called predicates, or

"process words." When a situation is perceived in

someone's mind, it's processed in whatever modality the

person prefers; the words and phrases the person uses to

describe it reflect that person's personal modality.

DELIVERING THE SALES MESSAGE

“It takes tremendous discipline to control the influence, the power you have over other

people's lives.” - Clint Eastwood

Crafting Your Message

• Be Prepared To Tell Your Story In

30 Seconds Or Less

• There Are Four Components To

The Message – What Your Organization Offers

– Why Your Client Needs To Listen

– Benefits That Clients Receive

– Reasons To Believe The Above

• The Message Must Be “In The

Can”

• The Delivery Must Be Tailored To

Take Advantage Of The Client’s

Message Bias At That Moment – Use Words Or Media That Fit Your

Analysis Of The Client’s Bias

Confirming The Message - Active Listening

• When Interacting, People Often Are Not Listening Attentively

– Distracted,

– Thinking About Other Things

– Thinking About What They Are Going To Say Next

• Active Listening Requires The Listener To Understand, Interpret, And Evaluate What They Hear

– Observe The Speaker's Behavior And Body Language

– Paraphrase The Speaker’s Words

• If Both Parties Share Full Understanding, An Atmosphere Of Cooperation Can Be Created

– Cooperation Is The Foundation Of A Mutually Beneficial Outcome

Thomas Gordon, who coined the term "active listening",

states "Active listening is certainly not complex. Listeners

need only restate, in their own language, their impression of

the expression of the sender…”

The Myth Of The “Closer”

• “Learn closing sales techniques from a

professional keynote speaker... In a full

action-packed day, *** will show your

salespeople how to dramatically increase

their sales and incomes”

• A True “Closer” Only Knows Success On

One-Time Sales

– Examples Of Businesses That Profit From

“Closers”

• Time-Share Real Estate Transactions

• Automobile, Boat And Big Ticket Sales

• Impulse Purchase Merchandise

• Is The Profitability Of Your Business Built

On A Foundation Of Repeat Sales?

"As you all know, first prize is a Cadillac Eldorado.

Anybody want to see second prize? Second prize

is a set of steak knives. Third prize is you're fired."

In Conclusion…

• “Selling” As An Activity And Skill Set Is

Completely Separate From The

Product Being Sold. – The Same Skills May Be Used To Sell

Electronic Products, Insurance Policies Or

Political Affiliations

• Selling Skills Are Learned And

Practiced – Selling Skills Are Life Skills That Will Benefit

The Apprentice In Many Varied Areas Of

Negotiation

• Mastery Of Selling Skills Improves

Your Value To Clients – A Client Is A Customer Who Seeks Advice

• Develop Awareness Of Your Progress

Climbing The “Sales Experience

Continuum” – Sales Professionals Are Very Aware Of The

Act Of Selling And The Techniques Deployed

• People Accept Information Through

One Of Three Primary Learning Biases • Visual, 65%

• Auditory, 20%

• Kinesthetic, 15%

• Non Verbal Communication (NVC) Has

As Much As 4X More Effect On

Communication Content As Verbal

Messaging • NVC Consists Of Body Language, Tone,

Pitch, Proxemics And Facial Expression

• Have Your Pitch “In A Can” • Rehearse! Practice!

• Employ Active Listening Techniques To

Verify Understanding

Questions?

Thank You!