I learn therefore I am
Professional training for real people
Getting to ‘Like’
A new look at sales skills
On a bookshelf over-stuffed with business and MBA-related reading, it seems I have missed a gem. Robert Cialdini, a respected author and academic, talked about his book ‘Influence – Put the Power of Persuasion to Work for Your Business’ last week at the ‘BOOKED for Lunch’ webinar hosted by the Australian Businesswomen’s Network. While I didn’t hear it myself (not the target market I guess!), I’ve had a fascinating conversation about it with an attendee since.
Robert’s lifetime of research has centred on the science of influence – persuasion, compliance and negotiation. While I don’t claim to be an expert in these fields, I know a little about these too. Our expert trainers run certifications in sales and marketing at academy, my current degree covers this material and, frankly, like most businesses, we practice it too.
It’s nice to hear something new. Or, at least, a new way of looking at something old. When discussing the way Facebook has changed people as ‘fans’ into people electing to ‘Like’ you (or your brand), Robert’s insightful comment was along these lines…
It’s well known that the first rule of sales is to get them to like you. This is why the Facebook button is so interesting. People are actually saying they like you. Job done. Or not… actually Robert contends that this is actually the second rule of sales.
The first rule is that people are more likely to buy from you if they know you like them. Isn’t that fascinating? So perhaps before spending time and energy selling yourself, you need to find what you like about the person and make sure they know it.
This doesn’t have to be as mercenary as it may sound. Indeed, I think it’s an excellent rule for life, not just selling whatever your business sells. Start with the other person. Make sure they feel liked. It’s basically active listening, isn’t it?
The academy sales and marketing course lingers over the sales quadrant, or grid. This is a way of looking at the selling opportunity from four perspectives… the buyer’s problem, what the buyer thinks the solution is, your view of the problem and your view of the solution. Of course the one you cannot lose sight of is the buyer’s view of the solution… and I’m betting if you understand that, you probably already have ‘like’ in your favour.
As for me? I ‘like’ Robert’s ideas enough to buy – and read – the book. Influence at work indeed.
