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Selling is tricky and a successful sale depends on buyer behavior as much as it depends on a seller’s pitch. On this episode of Put That Coffee Down, Kevin Hill and Richie Daigle look at strategies to manage the irrational side of clients.
David Hoffeld, author of “The Science of Selling,” joins the show to talk about the scientific tactics of behavior response during sales. They break down the social exchange theory, which states that human relationships are based on desires to maximize value while minimizing costs.
This means there is inherent value in crafting a sales process around the human connection. It is possible to add value to deals without increasing cost, and the best salespeople know how to bump that value up.
When not managed properly, the human connection also contributes to irrationality in sales. Hoffeld says the majority of communication is nonverbal and that nonverbal communication is always unfiltered. That can lead to irrational behavior and decision making based on those nonverbal cues.
Hoffeld teaches that three levels of questions impact communication. First are preliminary conversation starters, second are process questions that explain the steps in a sale, and third are questions to guide buyers to disclose their dominant buying motives.
Knowing what questions to ask during each step of your sales process is crucial to maximizing rational thought processes and thus landing a sale.
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