Why they buy. Or don’t
Roughly 80% of a sale has happened before the first meeting with you. They have:
- Philosophically bought in
- Adopted the role of the change agent
- Taken ownership and will be the internal advocate within their company.
All that remains is the salesperson’s ability to fuck it up. Do you know why clients buy from you?
During your first meeting the prospect has decided what their relationship to “you” will be.
What’s going on in their mind and what’s going on in yours?
The prospect is measuring “you” against their idealized “you”. The first handshake and greeting, both sides are establishing their identities “I’m the kind of person who…” and how people should treat you.
A good host wants to let you know they are a good host. It is the way they perceive of their own ‘identity’.
As an example, they offer water not because they think you are thirsty but because it is generous. You should accept not because you’re thirsty but because it is a recognition of their generosity… “you are the kind of person who offers me a water”.
When stepping away from their conference table tuck your chair in. Physical action is social cognition, “I’m the type of person who is thoughtful to others physical space and sense of order” and I want others to see that I am that person.
People put ourselves and others into categories, we think about other people and we think about what other people think about us. In their minds and in yours is an internal commentary, such as “Is this person competent?”.
One of the best ways to get a person engaged with you is thru a physical action. Back to the example of water. Saying ‘hello‘ is passive, they are not engaged, it is said as ritual. But the water is physical, it requires an effort.