Nov 18, 2020
This week’s episode of the Catapulting Commissions Podcast is going to look a little different. Today, Anthony is sharing a true, behind the scenes look at Catapulting Commissions sales training through a live webinar where he breaks down fundamental aspects of selling. He’s going over the psychology of why people say yes. Join him and walk through three crucial aspects of that all-important moment.
In this segment of the Catapulting Commissions, Anthony is going over three core principles you can use to increase your impact in your personal and professional life. Knowing and having these principles in the back of your mind is sure to increase the amount of “yes” answers you get.
It’s important to remember that “sales” is a service. There is no convincing someone against their free will. Once you understand that you’re selling for someone, not at someone, you’ll be able to influence the conversation.
The three principles are:
The first principle is The Law of Mutual Exchange. Getting someone to say yes is simply a negotiation. You have an offer, they have an objection. A basic, fundamental mentality here is understanding the value of reciprocation -- “something for something.” When someone does a kind gesture, you have the impulse to return that favor. In fact, one typically wants to reciprocate the kind gesture at a higher level than the original. Typically, if you offer something to someone, you’ll get something back. With that in mind, you want to be the first person to offer something of value. It’s about the relationship, and relationships are about giving and taking. You can’t just take! What do you have of value that you can give for free?
The second principle Anthony breaks down is understanding the dynamic of Pain versus Pleasure. It’s simple--a consumer will purchase a product or service based on emotional needs or wants and justify that purchase logically. We’ve all done it. If you can satisfy one of these basic necessities in life, they will say yes: the need to avoid pain or a loss, and two, the need to gain pleasure. When someone says yes, they want to avoid pain by saying no. Or, what you’re offering has the potential to bring so much pleasure, it’s impossible to ignore. First, identify the pain in their current method, and get the prospect to acknowledge it. Walk through their process and point out potential pains. One of two things happens: either they say yes, it is; or, it’s not that bad. Both give you valuable information that you can use to tailor the rest of the conversation. From there, quantifying that pain puts it into perspective and opens the door to offer a solution. On the pleasure side, think about how your product or service is going to enhance the quality of life of your customer. Is it time? Money? Emotional pleasure? Consider what is important and paint the pleasure there. The dream of pleasure is always a better salesperson.
Finally, the third principle of why people say yes is this: social validation. We want to do what is socially acceptable to others. In it’s purest form, this principle is a psychological phenomenon where people assume the actions of others is the correct action. This is so deep-rooted, that it’s at the core of all marketing messages. Think about it--on average, a consumer will read ten online reviews before making a purchase. In the world of sales, third-party stories are your friend. It’s about sharing what someone else is doing or thinking. When a mutual friend makes a recommendation, it speaks volumes. When it’s reinforced by other’s opinions, it’s even more powerful. Make a point, and use those third-party stories to offer proof. Be careful not to be tacky, though--these factors are a small tool in your toolbelt.