The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible pdfdrive com

Feedback Is Essential
When the prospect says no to a particular feature or benefit, he is giving you
valuable feedback. He is not saying no to the entire offer. He is only saying no to
that particular feature.
The difference between experienced salespeople and inexperienced
salespeople in this area is that experienced salespeople present one feature or
benefit and then ask for feedback. They make sure that they understand what the
customer is thinking at each state of the sales presentation.
Inexperienced salespeople, out of nervousness, present every feature and
benefit, one after another, without hesitating or stopping to get feedback. At the
end of the presentation, the customer has gone into overload and has no choice
but to say, “Leave it with me; let me think it over.”

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The Power-of-Suggestion Close
You can use the power-of-suggestion close throughout the presentation to
plant seeds of readiness in the customer’s mind. People think and make buying
decisions largely based on stories and word pictures. People take in information
in a logical form, but your brain can only hold a certain amount of data.
However, your brain can hold millions of pictures and stories.
The very best salespeople are those who continually paint emotional word
pictures about their product. Word pictures create images in the customer’s
mind. These images often trigger emotions such as buying desire. Long after the
presentation, the prospect will forget all the facts you gave, but will still
remember clearly the pictures and stories.
Create Word Pictures
For example, imagine that you are selling a car. You can say, “You are really
going to love the way this car handles in the mountains.”
What happens when you say this? The prospect sees and thinks of the car
driving through the mountains. He or she instantly transports into driving this car
around curves with forests and lakes on either side.
If you are selling homes, you could say, “You are really going to enjoy living
on such a quiet street. It is just beautiful here. There is not a sound in the
evenings. It’s so relaxing.”
When you describe a house like this, the individual immediately reaches out
mentally and emotionally for the benefits. When his friends later ask why he
bought this particular house, he will almost invariably talk about the house in
terms of how quiet the neighborhood is.