People are always looking to be OK, or feel good about themselves. A common way that people do this is through contrast. That is why talk shows with extreme problems and outlandish situations continue to be successful. People want to see examples of people in worse positions than they are. It is the “I might not be perfect, but at least I’m not this bad” syndrome. We need to see people less OK than we are because it gives our ego a little boost. Allow yourself to come off as not OK during a sales call. It will help the prospect feel in control and not be worried about being “sold.” Being not OK comes in many forms. Don’t always have the quick answer. Don’t dress to the nine’s unless it is appropriate. These things will soften up a prospect. Instead of being worried about the slick salesperson convincing them to buy something they don’t need or want, they will listen to what the non-threatening person in front of them is offering.
Sales superstars aren’t concerned with always looking polished. They are concerned with making their prospect comfortable. If that means they have to look less comfortable, then they have no problem taking on that role. Poor salespeople are often worried about being ultra professional. They need to look the part and have all the answers. The problem with this is it can make the prospect feel inferior. The situation seems to be beyond their control, and they feel vulnerable. They begin to associate the salesperson with feeling bad about themselves. This shines the product or service in a poor light when the prospect’s first feeling is discomfort.
Sales superstars understand OK/Not OK. They know how to keep their prospect feeling OK. This simply means they are keeping the prospect within the boundaries of their comfort zone. They understand that acting not OK can help them position themselves in a non-threatening position. By acting not OK, it lets the prospect be more OK. It gives them the perception of commanding the situation. Sales superstars are always striving to keep the prospect feeling OK about the situation and therefore the sales process.
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