Our expert for today is Paul Ross, the speaker and the author of ”Subtle Words That Sell”, the book that is offering some new, revolutionary advice and tactics for becoming a better salesperson. In this interview, he speaks about how the world of sales has changed and also gives out some of the secrets from his book.
You can learn more about the concepts of:
- Subconscious languaging
- Implied relationship words
- Decision service technician
It’s not that traditional sales training is wrong, but prospects nowadays have a different psychology. They are distracted with a limited attention span. Because of it, Ross advises a different approach to selling by using subconscious languaging. It means appealing to the subconscious mind and bypassing the traditional conscious mind that uses facts, data, and figures. The studies have shown that most of our decisions are made on the unconscious level anyways. First, get the unconscious convinced and then present facts, data, and numbers.
Implied Relationship Words
Before you worry about the actions you want your prospect to take, think about what state of consciousness you want them to have. If your client is distracted or overwhelmed, how can you get them in a state of focus where they trust you?
The traditional sales training says that trust is critical, but it’s built over time. However, Ross argues that there is a technique that can help you create an unbreakable trust and rapport with your prospect within the first two minutes of the presentation. You can achieve this by using certain words and expressions that will establish a leader-follower relationship between you and your prospect. It will also take the stress and the tension away from your interaction, and make selling not only more efficient but also more fun.
Decision Service Technician
People want to engage with a salesperson who genuinely enjoys what they are doing. You are never selling the product, but decisions and good feelings about them. If you want to become a better salesperson, stop thinking about yourself as one. Instead, start thinking about yourself as a decision service technician.
Rapport can be overrated, and you may need to break it to make the sale. Once you get it back, you will strengthen it. Sometimes, you have to shock the client out of their objection. Champions of sales can make people like them, but also handle the moments when they don’t. They know how to be confrontational without being rude. The best ones are interested in the sale but invested in their skills. They have a competitive edge, they are insatiably curious, and always striving for more growth, improvement, and learning. In the end, it’s not about sales, but about self-discovery and self-work.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.