The work of a seller is not easy, in such a globalized world, there are multiple and constant battles between the different brands of products or services, this with the intention of better positioning itself within the consumer's taste, which is why it is becoming more and more difficult to capture the attention and loyalty of customers and thereby achieve the sales goals proposed by companies, in this essay I will mention some reasons why it is difficult for the seller to specify their sales and the reason why nuerotips are one of the most important tools that sales agents must know how to handle.
Introduction.
The world of sales is fascinating, a few years ago we believed that being a seller was just having a little luck and going from door to door offering a product or service, with the hope that after a thousand attempts someone would say yes, but Until a few years ago at the end of the 20th century and the beginning of the 21st century, they began to investigate more in the behavior of the masses and the decision-making that they have when making a purchase and it was thanks to this that something called ¨Neuro sales¨, which are techniques that will allow us to have better results when doing the sales work since the study of the process of capturing information from our brain is carried out and the way in which it affects when making our purchases. In this essay I will focus on two very important aspects which are, some “Neuro-sales” tips that we can use in this fascinating career and another very important one, which is the reason why salespeople do not apply these techniques many times.
Development
When talking about sales I think we cannot start without first mentioning the Mexican - American ¨Alejandro -Alex- Dey, whom I consider one of the first to carry out this activity through previously analyzed techniques due to the behavior that he began to detect In the clients he dealt with, he mentions that there is a small difference between those who sell and those who almost sell, and these are the sales processes, the closings, we cannot depend only on our gift, good luck, charisma, etc.., We must focus 100% on the information that our clients allow us to collect involuntarily while we present our product or services and thus know what technique we can execute to achieve our objective, which is, the sale.
En palabras de este master de las ventas debemos de definir el termino de cierre de ventas como ayudar a la gente a tomar decisiones que son buenas para ellos, claro esta que con la adquisición de nuestro producto o servicio. En este proceso es indispensable estar atentos al comportamiento de los prospectos, porque desde ahí nos daremos cuenta si están dispuestos a ser nuestros clientes o solo están esperando el momento para decirnos el tan temido ¨NO GRACIAS¨.
A very interesting tip that Alex Dey gives us is knowing how to modulate the voice, he tells us that if we notice that the client is very distracted, it is good to lower our volume a bit when speaking, because the client realizing that he no longer listens to you will return to notice you and focus on the information that you are giving him, as a reinforcement of this is to always have a fixed look in the client's eyes, but without falling into intimidation, that he feels cared for by you and as a plus to finish reaffirming the information that you are giving with a smooth movement of the hands that allows you to be more expressive in your presentation.
Another very important point that he mentions is identifying those clients who are passive and those who are active, normally passive clients are those who are calm, who have enough time to listen to you, and who prefer to spend a long time with your presentation but who have the more information to know what kind of decision to make, on the other hand, active clients are those who are always racing because they want the information concrete and direct, don't beat around the bush, these clients tend to be a bit complicated because sometimes Due to the lack of time they have, they do not pay the same attention to you, however, if your messages are well received by them, you have a high percentage of sales since they get carried away by their intuition and are usually not very rational.
We can also use one of his so famous master closures which is called ¨Closure by Conclusion¨ which is to make you understand or focus on the message capturing the message of our product or service really requires it and this can be due to The middle of a question such as Are you interested in a quality product and a good price? The customer's answer will be that "yes" and that is where we must answer by telling them that they will find this with our brand.
Customers will always have a thousand and one reasons to say that they do not require our product or service, it is more if we fall into despair we will believe that they take denial courses against sellers, but the truth is that we do not have the necessary tools or not We know how to use our "Neurosales" techniques to always respond and counterattack against their denials.
Let's continue with the techniques of our aforementioned master, and one that I would like to mention to you is the ¨Closure Double Alternative¨ where after giving the presentation if we do not see the prospect convinced about any of our products or services, we must give them more options, like an A package that may include some features in its own way or a B package, this is intended to offer you other options so that you have a choice.
The ¨Closure by mistake¨ is for some, perhaps difficult to apply, but very efficient, this tool is where you must have a slight technical error when giving your presentation, this is widely used by those who are in charge of the sale of insurance or credits, where at the time of putting the name of the beneficiaries, you can tell him ¨then their compadres will benefit¨, this with the intention that he will tell you no and involuntarily already tell you who if he wants as beneficiaries.
Alex Dey, tells us that from the moment we prospect, we must already have a percentage of our sales work advanced, since from that moment through cordiality you must ask them questions that give you the necessary information to know what type of technique you are going to use, the most common and most successful questions are How is the family? How your job is going? How has your week been? Taking an interest in them generates a higher level of trust, which triggers a greater chance of a sale closing, since customers feel more at ease with you and with greater security.
Now on the other hand we have who I believe and consider as the maximum expert in ¨Neuroventas¨, Jurgen Klaric, American by birth but Latino at heart, founder of Biaalab which is a research company that is precisely dedicated to ¨Neuromarketing¨, ¨Neuroventas ¨ and everything that has to do with the process and analysis of information carried out by our brain when making a purchase decision.
Jurgen tells us that ¨Neurosales¨ are a process or techniques that allow us to reach the mind of the consumer with the final objective of achieving the sale and also gives us a very brief definition of ¨Neuroscience¨ which we can understand as science that studies the human mind to be able to adapt to its needs, let us remember that we are in a globalized world where today we coexist with different cultures, customs and traditions, in addition to the fact that each person has different ways of thinking, with the aforementioned already based these techniques through scientific methods and he even wrote a book called "Sell to the mind, not to the people", where he gives us different tips to achieve the maximum possible sales. In his book and several of his lectures that we can find on YouTube,He tells us that the human brain reacts to fear, he advises us to sell our prospects the solution to their fears but not that we sell fear, I explain it as follows:
- A very common fear of many people is the fear of growing up, of becoming old, and that is why we can see that on many occasions those who buy the best sports cars are those over 50, here are two reasons Very clear, the first is the purchasing power that adults of that age have and the second is that for fear of looking old they buy this type of car with the intention of feeling young, full of life and continue to be desired by the youth. A very clear example of this can be seen in women, when after the age of 40 they begin to buy wrinkle creams with the intention of continuing to look young.
The way that fear persuades us to buy certain items is very interesting and this is because we have three types of brains. Which are:
- The rational brain: which is managed through logic and analytics when making decisions about a purchase, this part of our brain is only 15% of a decision making. The emotional brain: how The name says it, it is based on the emotions that we can feel, sensations, fears, memories, everything that activates your nervous system and your 5 senses, this part of the brain is responsible for 30% in the final decision of a purchase. The reptilian or instinctive brain: this last part of our brain is responsible for 50% or more when making a decision, because it is the part that we have most developed, for the simple fact that as a living being we are always going to seek power survive, feel safe, preserve my species, etc.
Emotional, rational and reptilian brain
In the image that I capture above, we can see a small space that is generated between the 3 types of brain, according to the specialist Jürgen Klaric, he tells us that this is the balance point in which we must generate the message that we are going to give to our prospects in order to have a better response from them, this is called generating a symbolic product code, which allows you to have your own image according to the market to which it will be directed.
Selling to the mind and not to people, as this master in neuroscience says, may sound very complex, but the truth is that it is something so simple that we can make it part of our daily activities, for example, we avoid bad posture when Being with the prospects, a straight back with those backwards generates a state of trust in us and of security when presenting our product or service, for this reason the client receives that information and you give them confidence to take a decision in our favor.
If you are one of those sellers who like the pleasure of a cigarette, I would recommend that we avoid smoking before paying a visit to the prospects, since although many share your same taste, not everyone finds that aroma pleasant, the recommendation is always have an image that is impeccable enough as possible, with a pleasant aroma and, above all, always have a smile that you can give to others.
Something of utmost importance is that speaking precisely of sales techniques, you must recognize that we cannot give the same messages to both men and women, since usually men have a different reception of information, that is, when You have a client as a prospect, what you should do is give the information in a concrete way and be very precise with the strengths that what you are offering has, from a very personal point of view and also something of which I have realized From the experiences I have in the field of sales, it is that gentlemen like you to treat them with a certain level of hierarchy, treat them as "Boss", "Sir",¨Don¨ and in special cases if they allow it you can have a more personal interaction and treat them as friends but that if the best recommendation is that you never exceed that confession that they grant you, on the other hand to the female gender prospects you must Always treat them with the necessary delicacy, never try to be more than a friendly and attentive agent because the only thing you are going to achieve is to create a very great degree of insecurity or discomfort, another point that they will thank us is to always arrive as clean as possible and smelling as fresh as possible, they feel safe and comfortable to receive your brand information,You must be more extensive with the information you give them and above all you must be willing to dedicate the necessary time since they like to talk a lot and they will ask you anything in order to be sure that the purchase they will make will be safe for them and above all they will have the results that were offered to them.
When we can sell to the mind and not to the people, we can sell whatever it is since we will know what to say at the right time.
The hard thing about being a seller is that many are afraid of receiving a "NO" for an answer, what they should do is get rid of the fear of that word because in the end it is not bad, on the contrary they must remember that for each no that they receive are closer to receiving a yes.
Sales techniques are very necessary tools today and although they may sound a bit difficult, because there are so many that you would not know at the first opportunity which of them to apply, I think that the biggest problem is the same people who execute them, that is, the sales agents, since many of them are used to selling with other methods and the new generations are afraid of being rejected, but with due respect to you, dear reader, I believe that we must break that barrier of fear and send it to hell, we must to understand that we can find the best of our lives, we are deserving of the best, that the best results for us both in sales and personally, we will find it on the other side of fear,The problem is that we fall into a comfort and safety zone that does not allow us to look for new options and I believe that this is the seller's biggest problem, and my dear colleagues in sales know something, let's send that feeling as far as possible and look for new options to achieve our goals, let's mentally prepare ourselves to receive no for an answer but let's be even more sure that with practice and perseverance we will be the best seller in our area and why not until we are the best of all. Let's be ready and sure to invest in ourselves, and I mean receiving supportive courses, new tools, learning languages, which is something that opens many doors, etc.Let's send that feeling as far as possible and look for new options to achieve our goals, let's mentally prepare ourselves to receive no for an answer but let's be even more sure that with practice and perseverance we will be the best seller in our area and why not until we are the best of everyone. Let's be ready and sure to invest in ourselves, and I mean receiving supportive courses, new tools, learning languages, which is something that opens many doors, etc.Let's send that feeling as far as possible and look for new options to achieve our goals, let's mentally prepare ourselves to receive no for an answer but let's be even more sure that with practice and perseverance we will be the best seller in our area and why not until we are the best of everyone. Let's be ready and sure to invest in ourselves, and I mean receiving supportive courses, new tools, learning languages, which is something that opens many doors, etc.and I mean receiving courses that serve us support, new tools, learning languages, which is something that opens many doors for us, etc.and I mean receiving courses that serve us support, new tools, learning languages, which is something that opens many doors for us, etc.
The best sales and life tip that authors and experts on this topic of sales can give us is "HAVE A WINNING ATTITUDE", whoever has a winning attitude always wins, because it emits that positive energy, that security, that confidence of Whatever he has to do he will do it well and in the case of sales with an attitude like that, the first thing you give customers is a feeling that you know what you are doing and that it has generated positive results that they will be seen on your face of satisfaction.
As people we must always remember that life is short and the only time we have for sure is this moment and that is why we must get up with the best attitude and make the best day of your life happen today, because we ourselves are The architects of our future, there will always be days that will not be as good as we expected, but we must be clear that we do not lose, we always win or learn, it is part of us to know how we are going to take a little stumbling in our lives and even the most successful person knows this, let's not be afraid to make mistakes because these are the basis of our success, let's start our days with the conviction of being the best, fill ourselves with energy and good vibes with a smile and forgiving our mistakes of yesterday,We must always keep in mind the rule of never ¨ never bow your head, never say that you cannot, never limit yourself and never stop believing you ¨, I can recommend that you do not forget to always keep the best ones for you, I am, as I am strong, I am unstoppable, I am victorious, ¨I am the best seller¨.
Conclusion.
The techniques or neurotips to sell are very important tools today, but I consider that these techniques will not work if one as a seller does not always come out with the attitude of WINNER, of not being afraid of hearing no for an answer or that our prospects do not want our service or product, let's remember that not everyone has good tastes but the market today is so competitive that if you continue to persevere and apply sales techniques you will be able to position your brand.
Bibliography.
Jurgen Klaric, Sell the Mind not the People, Editorial Paidós Empresa, Mexico 2016.
Alex Dey, The Seller's Bible. Effective techniques for the competitive seller. Editorial Giron Books. Publication date: 1997.
