Don Spini Teaches the Psychology of Sales in "Sixty Seconds to Yes" – Part 3

Don Spini Teaches the Psychology of Sales in Sixty Seconds to Yes

Stage2: Validation

As a follow-up to the intro post about Don Spini, his book “Sixty Seconds to Yes” and sales influence, we’ll be bringing you a five-part series about the psychology of sales, as taught by Don Spini in his course, “Sixty Seconds to Yes.” Here is Part 1 and Part 2 on the psychology of sales. Stay tuned for more and read on!
In part one of this discussion on the psychology of sales we met Don Spini, the master observer and organizer of this well-thought-out presentation. There are many other subtleties that come out when Don Spini is presenting his work. He is worth catching next time he is local to you.
In part two we learned about the Exploration process in the stages of the psychology of sales. Now we can move on to the next stage, your chance to present.

Stage Two in the Psychology of Sales: Validation

The moment that the person you are listening to asks you a question about what is available means that they have entered the process of Validation. This is the second step in the psychology of sales and the buying process. Validation is when the brain takes over the buying process from the heart. The heart knows what it needs to satisfy the basic urge to eliminate the presence of future pain. The brain does not feel, but needs to get involved to validate the options. This is always done through questions.
If you have entered into your presentation at any time before this occurs, you have blown the sale! The only thing that you can accomplish by launching into your presentation too soon is to raise all of their defenses. Why? Because they didn’t ask for it. Period!
When someone starts to ask questions about the potential solution that you are suggesting in order to avoid, stop, prevent, or eliminate the source of their pain (notice the words that I just used – I didn’t use “opportunity”, “are you open”, or any sales lead in), they have entered the stage of validating their decision. Remember, they have already said Yes to themselves. By being the listener and guide in the Exploration stage you have established trust and a high level of interest. The only thing that you can do now is to lower that level of interest. Every word out of your mouth takes it down another notch.
It is critical in this stage to say very little and to make sure that it is all based on supportable facts. Claims will kill the deal. You will sound like a “used car salesman” if you just make claims. “Ours is the best on the planet.” “You will make a fortune.” “You can’t lose with this.” None of these are facts. While they may come true, they are not supportable by any evidence; therefore they only blow your credibility.
So, seek to understand the question and answer only the question asked with as few words as necessary to establish the credibility of the fact, and always follow up the fact with a benefit. “So and so famous person has incorporated this into their practice because of the proof they found in their research, and it has stopped the …”. “The so and so publication has presented this in this article that you can read at … to see how you can avoid the …”. Just present the facts and the benefits.

At this stage of the psychology of sales you must uncover their pain!

Your job at this stage of the psychology of sales is to take your person down to the very depths of their pain so that they will understand how important it is to take action now. Typically, the look on their face will be one that suggests intense concentration, even disbelief, with furrowed brows and pursed lips. This is when they are truly listening to you. Once you see emotion in their demeanor, such as eyebrows going up, or nodding, smiling, saying things like “Wow, that’s great” or “I like that”, you have lost them. They are now in Conflict Resolution. Time to zip the lips. Let them say the next words.
When, and if, you feel that the timing is right, you have answered their questions and they are still engaged and have not already gone there, you can launch them into the final and most critical stage of the psychology of sales and the buying process – Conflict Resolution. The typical questions to ask at this point are “Are you ready to get started?”, “Are you ready to give it a try?”, “Do you want to get rolling with this?”.
But that is a topic for tomorrow 😉 !!!
How are things going so far? Are you following? Take a minute to comment below. This is sooo cool!
From the office of Drew Berman, contributed by Seth Lefferts. Seth Lefferts is an entrepreneur, consultant and business owner. He has spent many years in the corporate environment and has discovered that there is a way out. He is now teaching how to utilize the skillset that it takes to break free and become your own boss, and how to realize your dreams. Learn more at www.DareToDreamNow.Us.


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