A successful salesperson learns how to balance and counteract positive and negative feelings from both ourselves and current or prospective clients. As humans we are inclined to have natural physical and emotional responses, but ultimately we desire a state that is comfortable and free of negativity, uncertainty, or pressure.
As a general rule, people feel most okay when they encounter someone more not okay than themselves. In other words, our confidence is heightened when we feel we’re in a better position than those on the reverse side of an interaction.
We can take this natural inclination and use it to our benefit during the sales process:
First, we must take the time to identify common signs of positive and negative feelings in a business sense. What verbal or physical cues do we receive from a distressed client? What cues do we receive from a satisfied client? It’s essential that we consider how these feelings are influenced and what we can do to create an environment conducive to a comfortable, happy, secure professional relationship.
Second, once we understand the basic psychology of our clients, we can formulate a proactive approach to combat feelings of suspicion, fear, intimidation, or confusion. The key to managing negative sentiments is an understanding of how you can redirect emotions by listening and taking responsibility. Sometimes it’s necessary to act less okay than a prospect in order to assuage their negative feelings.
Our ultimate goal is to make prospects and clients feel comfortable in with the process. We are responsible for their comfort and often times that will require nurturing and keen awareness of how our actions, words, body language, and demeanor affect the sale.