The wise one learns from his mistakes, the stupid one repeats them always. Have I made mistakes in my life? Yes, I have. Most have. What about you?
Do you learn from mistakes and are you able to avoid mistakes made by you? Do you have an ability not to repeat mistakes you have made.
It is surely significant to admit mistakes done and not to repeat them, or what?
To be able to agree with me about the things mentioned above, you don´t have to be sympathetic. On the contrary, that is forbidden for a seller, who attempts to go to the diamond level.
You cannot agree on everything with everyone nor to buy thoughts from your customers with the lever of your sympathy. Instead you have to particularly sell thoughts.
– The real difference of sympathy versus empathy –
Now I will sell you the difference of sympathy and empathy with an example, you will remember as long as you live. It is quite a dirty story. But when you buy my thoughts of the difference, it will always be an advantage in your selling. So buy this doctrine 100% and never question it. If you doubt something, doubt something else ― not this one.
YOU ARE SYMPATHETIC ― YOU BUY THOUGHTS!
The Golden Example of the sympathy directed to the customer in selling: A customer changes tone on his voice and confesses to you that they have a cash crisis in the company. Several bills are unpaid and the business is bad. There is no way they could buy the product or the service you are showing.
You buy the customer´s thoughts with doubt and state that you understand. At the same time you hope that it will work out better for them in the future. What happened? You bought sympathetically from the customer! Now, I will tell the sympathy story again confirmed with a little more dramatic example.
Same customer comes to you and asks you a bit aside. He confides to you and tells that he has a problem his intestines, which is why his trousers are in “genuine mud” in other words, really dirty. He asks you to pull these trousers on, so that you can state the authenticity of the problem on your own. As a sympathetic and honest seller, you pull the customer´s trousers slowly on and state that “yes they seem to feel quite disgusting”
What happened? You bought again with the help of sympathy. You bought…
Buying thoughts from customers ends now. It ends here. Never again! (repeat loudly)
THE RIGHT WAY TO DO IT YOU ARE EMPATHIC
YOU DON´T BUY, YOU SELL THOUGHTS!
You look at the customer in the eyes, glance incidentally at his trousers and state:
“Robert, looks really bad, but there is no problem without a solution. Come with me and we´ll find you new clean trousers to wear and after that I will take the dirty ones to wash. We have a washing machine at the end of the corridor, which helps us to fix this problem. Besides that, you will absolutely not be charged, because I`ll lose these costs into the overhead costs of our business. Can we now check those newnesses I mentioned in the beginning?”
What happened? You sold, you didn´t buy! You were being empathic!
THE SAME AGAIN
A customer changes the tone of his voice and confesses to you that they have a cash crisis in the company. Several bills have flowed to the accounts department and the business is bad. There is no way they could buy the product or the service you are showing. He looks into your eyes and waits for your sympathetic approval like one condemned to death on the way towards to the scaffold.
WHAT DO YOU DO IN THIS SITUATION ?
YOU ARE EMPATHIC – YOU DON´T BUY, BUT YOU SELL THOUGHTS!
The Sales situation ― example continues and you say to customer:
”Robert, often situations look a little worse, than they are in reality. The people tend to dramatize situations, which usually leads to even worse results. As an outsider I have noticed that the products and services of your company are good, actually really competitive and innovative. However, the advertising and marketing world has changed considerably in my opinion. The focus of your company is really flat. Therefore, you should absolutely tell about your services to our customers with our new advertising tool. It brings you new customers and the turnover you want. You benefit from it in many ways.”
“Robert, if I could arrange you a term of payment longer than normal, which is suitable for your situation, you would be ready to make an order from our new media space today, wouldn´t you? With it´s help, a long term advertising benefit to your company is achieved and then there is at least one worry less and the basics are in order.“
“With which terms of agreement do you want to make an order with? with one or with three years agreement?”
Then You just ZIP IT right here!
What happened? You were just being empathic.
You understood the customers worries, but didn´t buy his thoughts. You offered a genuine advantage and benefit as a solution and also an alternative closing method to facilitate the decision making. Or do you still want to buy the customer´s dirty pants?
Make your life easy and visualize your selling situations so that all the objections, taking control and explanations given by the customer are pants and even so dirty that you simply cannot buy them. Your pant quota is full. You cannot wash anymore explanations, because your washing machine is broken. Do not buy your customer´s thoughts!
In Finland at least, with our long cold winters, we suffer many sicknesses and viruses, which affect our ability to be effective sellers. We repeat mistakes in selling despite learning lessons from past experiences.
Perhaps I didn´t say my subject in an interesting enough and funny way for you to experience pleasure which would lighten up your everyday life. But at least, we can agree on the fact that more orders and deals will be made by planning if we are more empathic as a seller and we do it in the right way ― stop buying “the dirty pants” from the customers, or what?
IS IT YES OR YES?