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by Frank Rumbauskas
Many areas of selling that I’ve studied and taught to others are rarely, if ever, known and used in the world of professional selling. One of those is the science of social dynamics – before I ever began learning it myself and including it in my training, I’d never before seen it used in sales.
The consequences of not using proper social dynamics in your sales interactions are severe, and most of us don’t even know we’re doing anything wrong because we haven’t been taught. The situation is much like cold calling – salespeople who cold call only do so because they don’t know any alternatives. However, by not paying attention to our social dynamics, we unknowingly give our power away to prospects, let them have control of sales appointments, create an impression that we are not successful, give prospects the “gut feeling” that they should not buy from us – all unknowingly.
So, that said, what can we do to make sure we don’t short-circuit all of our efforts by using improper social dynamics?
What about pacing the movements of your prospect? Don’t do it. This is one of those “old, right answers” from the old school of selling that is now wrong. Most prospects can pick up on this because it’s been done to them so many times before, and, what’s worse, why would you want to pace your prospects’ mannerisms when you run the risk of reflecting their own weak body language? In addition, it shows a lack of independence, which is the biggest killer of the powerful, confident persona you want to demonstrate in appointments.
Finally, remember that this is not a competition. These suggestions are not given with the intent to rule your prospects. They simply allow you to present yourself as a powerful leader whose advice should be taken, and the end result is that prospects will feel extremely comfortable with entrusting their business to you. Follow these tips, and your close rates will suddenly explode!
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