How to get sellers to convey positive emotions such as security, happiness, eagerness to use your product?
6 min read
The opinions expressed by employees are personal.
One of my favorite definitions about the act of selling is: “Transfer of emotion from seller to customer” . It's that simple!
Do you want to sell more? One of the first steps you should take is to analyze what emotion you and your sales team are transmitting while presenting your product or service.
Let's do a very simple exercise: imagine a seller who is not totally convinced that your product serves and is the best option for the prospect in front of you, what emotion do you think this person will convey? You guessed, it is not difficult! Fear, insecurity, doubt, etc.
So what is the solution? How to get sellers to convey positive emotions such as security, happiness, eagerness to use the product? Before giving you the answer, let me tell you about the three pillars of knowledge for any seller .
Pillar 1: Knowledge of the product or service
The main approach of many companies, training staff on the product or service sounds like the most obvious, however, within that obviousness it is often neglected. Let me give you an example, years ago I was manager of a small operation, there were about 10 people including the sales team, workshop, warehouse and administration. At that time we managed a portfolio of hundreds of products, as a result of the high variety of products I realized that sellers “coincidentally” only promoted a few models (those who knew best), this resulted in letting go of enough business .
At that time, the company did not have a training plan so I came up with a very simple one, every week a team member (regardless of the department to which he belonged) would present a specific product for 15 minutes, passing quickly for the characteristics, benefits, applications and potential clients of said model.
Needless to say, this simple practice brought several positive results, including higher sales, account penetration, speaking security and also a work environment throughout the team. How could you apply this practice in your business?
Pillar 2: Industry Knowledge
It is vital that sellers dominate their industry and position themselves as experts in it, it helps that your work team is updating with respect to the latest news that could impact your industry such as a reform, some change in the payment of taxes, geopolitical situations, macroeconomic environment, some industry monster that has presented red numbers, etc. Knowing everything that happens in your sector will position you as an expert, and we all want to work with the experts!
A final point regarding pillar 2, it is important that you also analyze your competitors: What do they do well ?, What are their weaknesses ?, What makes you different from them?
On one occasion I came to work for a company which invested hundreds of thousands of dollars to buy competitive product (you read that right). They analyzed absolutely everything, from quality, customer service, speed, ease of use, packaging with which it was delivered, collection, after sales Everything! And that information was passed to the sales team with the simple fact of convincing us that we were the best option, and you know what? It worked with me!
Pillar 3: Knowledge of the sales process
The world is changing and the way of selling is no exception, although in essence the concept remains the same, the approach must adapt to the era. Assign a specific time to the development of your team as salespeople, here are a couple of ideas on how to do it.
- Role plays . Also known as role play, where one member of the team acts as a seller and the other as a prospect, they are given a specific situation as a challenge for the seller to overcome. Example: The seller must be able to schedule an appointment with a prospect who is very busy in a hurry and who has never heard of his company.
- Share good practices. Not all Sellers have the same weaknesses, surely there are members of your team who are very good at closures, but cold calls are very difficult, while there are others who are real champions on the phone, but they are very bad with the follow-ups . Discover the super power of each of your team members and ask for their help by sharing best practices with the rest of the team, this will do wonders!
Consider hiring a sales coach who does not work within your company, the mere fact that it is a specialist without “services” and with an objective vision will help the team to adopt the message more easily.
Develop an environment of trust, from experience I tell you that many times the leader distorts the training or turns them into an uncomfortable session. It was my turn to see managers who, in the middle of the session, begin to scold or correct their work team violently. This is a deadly sin for the training plan!
Watch and study your team, discover how they feel about the topic being shared. Do they look comfortable or insecure? Are they actively participating? Reward everyone's participation, spread the word to all members on different occasions, even so, they have made a very serious mistake give the task of praising what they did well and help them become aware of their own opportunities for improvement.
Do you want your sales team to transmit security? Be sure to develop the three pillars of knowledge in your training plan, focusing on growing the three pillars will prevent your workouts from being monotonous and that the team is easily distracted during each session.