No matter what we sell or who we think we are selling to, sales really comes down to one thing, hearing and understanding what the person you are dealing with is really asking or telling you.
When you go beyond what someone is saying and understand why they are saying it, only then will you be able to ally with them. Only when they begin to view you as an ally will you be able to address the real objection. Only when they begin to like you as an ally will they begin to like you as a salesperson but more importantly as a real person that ‘gets’ them as a person.
You cannot bluff your way through the sales process and expect to be the best. The best you can hope for by bluffing is to be average. Top salespeople truly understand that there is no word track or magic phrase that works in every sales situation. Memorizing phrases and lines only distances you from your customer and may work occasionally but more often fails. Each customer has had different life experiences and will react differently even in the same situation.
Our job as salespeople is to understand the ‘why’ of what people say not just the ‘what’ of what they say.
“Hear what your customers inner voice is trying to tell you.”