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What a deluge of written and spoken words following the passing of former Prime Minister Margaret Thatcher. Reading and listening to those polarised arguments about her merits or otherwise, gave me a timely reminder of one of the most important ‘commandments’ of selling…
Margaret Thatcher. How can one woman; one mind; one set of policies; one set of actions, elicit wildly different opinions?
Simply because “Everyone has their own unique map of the world”.
Everyone in the world has had a different upbringing, had different parents, had different teachers, joined different groups and clubs, read different news papers, watched different TV programmes, had different work colleagues and so on. No-one has had exactly the same set of experiences. We’re all unique. Who you are today, your values, your beliefs, your opinions about politics or anything else will have been forged by these differing influences. This is your “map.”
So it becomes much clearer why some people loved Mrs T – whilst others loathed her. Same woman, same actions. Likewise sit an Arsenal supporter and a Tottenham supporter next to each other at a game between the two football clubs – and they will see two completely different football matches.
One football game. Two vastly differing maps.
You need to recognise that every one of your potential customers is unique. Recognise that they’re not like you. They are looking at a different ‘map’. What excites you may not excite them. What you dread, they may look forward to. You might talk passionately about your favourite features of your product because you think everyone will love those things (your map) – when they may be more excited about the one thing you think is relatively unimportant.
How much better would your company finances look if you added 10% to your customer conversion rate? I would wager that the reason you don’t already have that extra 10% is because in many cases you don’t recognise the “map” of your potential customers, the ones that slip quietly away.
Then leave your map of the world – and find out their map. What’s on their mind? What are their challenges? What problems are they encountering? What are they looking to achieve? It’s not about you – it’s about them. Get curious. Put your detective hat on.
I suggest you build a bank of around five great questions that you can choose from to get you the vital information you need for you to get to know their map of the world. Ask the questions. Let them talk. Crucially, LISTEN! Build a picture. And then you’ll be in a much better position for sales success and to match your offering with their specific needs.
By the way – you don’t have to agree with their map of the world, just acknowledge it and work with it for the purpose in hand – to identify whether what you’re offering is what they need. If you work out their map of the world you’ll achieve wonderful rapport – and with rapport anything is possible in sales.
Until next time.
About the author
Hi I’m Leigh Ashton of The Sales Consultancy
Whether you’re a small business or a leading brand, an area manager or a Chief Executive, whether you’re new to sales or an experienced sales professional. Even if you’re not in sales at all but want to understand it, you’ve come to the right place.
The World of Sales is changing.
Today’s conventional sales training doesn’t address the psychological barriers that get in their way.
My approach takes your sales team through a process that:
* Helps them identify their psychological barriers and gives them the tools to overcome them
* Teaches them how the mind works so they can keep motivated and stay focused
* Gives them the ability to identify the psychological patterns of their clients and prospects so they connect with them at a deeper level and close more sales
And at a higher level…
* It creates more success in other areas of their lives so they are happier generally…and happier sales people generate more sales
Wherever you are on your personal sales journey what’s the best course of action for YOU.
– Sales Training – that actually gets results
– Leadership and Management
– Personal Coaching and Mentoring
– Sales Mentoring Programme
– NLP (Neuro Linguistic Programming) and how it can help you accelerate your success
– Keynote Speaking