Dimitrios Settos

Attitude and Sales

Sharing our experience and knowledge, and helping others understand valuable marketing concepts has become a passion for B3 leadership.  Why? Because we believe in giving. Period. These posts are part of that giving mentality, with the belief that shared knowledge is always valuable.  With more than ten years in sales and a passion for following and learning from great marketing minds like Simon Sinek, Gary Vaynerchuk, Olivia Cabane and many more, Dimitrios shares valuable insights on how personal interactions impact decisions.

How are purchasing decisions made?

We want customers to buy! So, let’s get to the point about how to make that happen. It is scientifically proven that decisions are made in the limbic system of the brain, the part of the brain responsible for emotions.  Think about a statement such as  “It just felt right to buy the Mercedes.”  Statements like this reflect what the purchasing experience FELT like, what emotions were tapped. Does that mean you only make the customer feel good, that there is no logic or intelligence involved? Of course not. The neocortex does process the logic side, the pros and cons of a decision, and it helps you explain the intellectual part of the purchasing decision afterward. But, research shows it is barely active during the decision making itself. They need the critical information, the knowledge that a Mercedes is the most reliable and safe care…. But they also need to FEEL that it is the best for them.

How does this impact the sales process?

The successful sales person makes you feel good, and creates a comfortable environment to make the purchase less stressful. Being unpleasant will, obviously, result in a lost sale.

How Do I Make My Potential Client Feel Good?

The first rule in sales: Let the client talk! Not only will you get the information you need to offer the right product or service, but guess what?  We all love listening to ourselves, even shy introverted people! Ask the right questions, and let the customer rule for a while.  

Watch your body language while you are talking!

“The MIT Media Lab concluded that it could predict the outcome of negotiations, telephone sales calls, and business plan pitches with 87% accuracy simply by analyzing participants’ body language, without listening to a single word of the conversation. Non-verbal communication is way older than language-processing abilities. As a result, non-verbal communication is deeply hardwired into our brains”

(“The Charisma Myth” by Olivia Fox Cabane).

Body language is a reflection of both your and your client’s state of mind. Your body is sending thousands of signals, there is no way you can control all of them. Have you ever noticed how often your eyelids are flutter when you are  bored? Probably not, but if you see someone doing that during a conversation, you will likely decide they are not really interested in what you are saying. So, keep in mind that positive body language if hard to fake. You need to have the right mind set.

What IS the right mindset for a sales person?

To come across with the right attitude and therefore the right body language,  you must be positive, optimistic, focused and well-prepared before going into a sales talk.  Let’s discuss some key components:

  • Well-prepared means you need to do your homework, but also that you need to practice.  Suggestions to improve preparation includes practicing repeat sales scenarios over and over again. Practice will reflect security and self-confidence in your sales talk, especially if you are a beginner.  Consider working with other salespersons, or friends/family, in doing sales ‘role play’. Think about it, if you can’t convince your mom that the Mercedes addresses what she wants…..
  • Make sure that you are focused 100% on the client. If you are not focused on the client for even a brief moment, if you look somewhere else, or worse,  if you are ‘zoning out’, your body language will send the wrong signal to the client. In a split second, the client feels you disengage, even if it is subconsciously (!), and that could set the tone for the rest of the sales talk.

What about sales on the phone?

Have you ever felt like you can tell by the voice if somebody is smiling on the other side of a phone conversation,  or not? You can “feel” the other’s body language. If you have the right mindset,  you will smile at your customer while you are on the phone, and as a result,  you will be positive and your client will sense that. It is also helpful to stand and walk around while talking. Your voice gets more energetic and your brain is more active (scientifically proven). Try it,  I swear it works!

Where can I find more information on this topic?

There are many more additional tips you can follow to make your customer feel good and, most importantly, help you to be in the right mindset.   We highly recommend the following books:

  • “Start with Why” by Simon Sinek
  • “The Charisma Myth” by Olivia Fox Cabane.