How to Be a Charismatic Salesman

Have you ever walked into a showroom where the salesman was so pushy you couldn’t wait to get out?

Have you ever been served by a salesman you felt has the best interest?

A salesman that made you buy from him more and more.

Here are ten tips that will help you become a more charismatic salesman:

1. The prospect’s self-interest

The first thing most salespeople care about is making a sale.

You want to close the sale because you need more money.

But the prospect doesn’t care about your economic situation.

They only care about their needs and problems.

If you put your problems before their problems, they won’t buy from you.

Some salespeople make a mistake by saying, “Come on, how I will feed my kids?”.

When business is slow, the pressure increases, they push harder to meet the quota, and desperation comes in.

The customer doesn’t care about your commission, your mortgage payment, or that you need to reach the quota this month… nor should he.

Prospects love salespeople who put the customer first.

2. Prospects name

Mispronouncing their name can cause a strong negative reaction.

So be sure you get the prospect’s name right.

If their name is hard to understand, ask them to repeat it, say it back, and ask if you got it right.

For business prospects, build a personal relationship with their secretary. Often, they’re in control of the prospect’s schedule and activities and their phone calls.

When she is your ally, your job becomes easier.

3. Do your homework

Selling to a stranger through cold calling is nearly impossible unless you establish rapport and trust.

The more you know about the prospect’s business before making the call, the better the chances of closing the sale.

Ronald Fielding, group vice president of Hormel Foods Corporations, says:

“One of the worst things to say to a prospect is, What are your needs? A good salesman already knows”.

With the internet, researching a business prospect is simpler than ever.

Prospects expect salespeople to do their homework and not waste their time making meaningless questions.

Gathering information might take time and effort, but eventually, it will pay off.

4. Don’t exaggerate

You need to realize that your offer is valuable, but your customer can live without your product/service- unless you are a heart surgeon.

So, don’t exaggerate your product’s benefits.

For example: “This product may not pay for your children’s college tuition, Mr. Customer. But it can save you hundreds of dollars in electric bills over the next years,”.

There are two types of products:

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– The “must-have” products include food & drink, healthcare, clothing, housing, and transport.

– And “nice to have” products the buyer can do without – Books, music, magazine subscriptions, TV, video games, jewelry, etc.

Be honest about which category your product falls into. Do not persuade the customer your “nice to have” product is a “must have.”

As stockbroker Andrew Lanyi says: “The more you tell the customer you’re not a guru, not a rainmaker, the more credible you will be.”

5. Be an expert

Salespeople might not have a good reputation in today’s world, but experts do.

To succeed in selling, you need to bring something to the table: ideas, solutions, and advantages.

The more you appear to be an expert, consultant, or adviser rather than a “salesperson,” the more prospects will want to do business with you. 

6. Understand what a customer wants

People want to be loved and appreciated. They want things like power, creativity, beauty, and freedom.

They also want more money to advance their careers, secure a future, and have good health. In short, people want to succeed in everything.

If you want to close the sale, you must tap into one of these fundamental desires.

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Here are 7 “magic words” that will help you do that:

You – This pronoun makes the person feel more fully involved.

Free – Who doesn’t want free things? Remember the reciprocity rule.

Save – Everyone wants to save money. Give a higher price than lower it.

New – We want a product that has new features.

Proven – It assures the client that they’re not taking risks.

Easy – Let me show you how easy it is to use this product.

Guarantee – Satisfaction guaranteed or your money back.

Related: 6 Factors that influence purchasing behavior

Here is a list of products and the desires they fulfill: 

Product/Service          Desires fulfilled
Cosmetics      A desire to be beautiful
Insurance     Security, protection
Courses/Seminars       A desire to be smart, superior
Financial Products     The desire for money, Success
Computers/Software     To be competitive, save time
Property      The desire for shelter, to be elite
Fitness      Health, longevity, beauty

7. The main four questions

A prospect before buying may have doubts.

An unspoken dialogue takes place, and fears and insecurities come in.

Don’t diminish the importance of this dialogue, and try to finesse your way around these fears.

Mark Joyner, the author of The irresistible offer,” shows you must answer the big four questions:

What are you trying to sell me?

How much?

Your communication must assure the prospect you’re offering a good product at a fair price.

Why should I believe you?

Indeed, why should someone trust you?

This question goes to the core of the prospect’s insecurity.

Sometimes, offers can sound too good to be true.

People have to trust they’re dealing with the right person.

An offer only works if it has credibility behind it.

What’s in it for me?

Wait a minute… We just answered the question, “What are you trying to sell me?” Isn’t this the same thing? Not exactly.

When people ask this question, they want to know the benefits.

You buy a Porche, but what you’re really buying is the sense of prestige and superiority.

When you buy healthy foods, you buy a better quality of life.

Next time you make the presentation keep in mind these four questions.

8. Talking too fast

When a prospect hears a salesperson talking too fast, they think he is trying to hide something. Whether this judgment is true doesn’t matter.

It is the prospect’s perception, and we all know sometimes, perception is a reality.

It would be best to talk slowly and deliberately enough so that the prospect comprehends everything you say.

Try to match the speed tone and urgency of the person you’re talking with.

If you’re talking with a speed talker, speed the conversation.

Develop a chameleon-like aptitude for matching the prospect’s mood, tone, and personality.

You need to practice the art of “mirroring.”

It means showing the aspects of temperament, belief, and attitude that most closely align with the prospect.

People like doing business with people perceived to be just like them.

9. Believe in your product

There are two reasons salespeople don’t believe in what they are selling:

Either they’re not part of the target market for that product, or they know their company’s product is not as good as competitors.

If you are not using the product yourself, you are at a great disadvantage.

Master copywriter Clayton Makepeace advises anyone who sells:

Make yourself have experienced similar to the prospect’s.”

That will give you a better understanding and empathy with your prospects.

They will sense that in you and be attracted to it.

For example, if you sell stock market advice, you need to know how investors think and feel about the market.

The best way to do that is by being an investor yourself.

10. After the sale

After you’ve sold that product, you need to keep that customer.

After that transaction, he can go anywhere, to anyone, for his next business deal.

By ensuring good customer service, you increase your chances for that person to buy again from you or even bring referrals.

Here are four quick tips to keep in mind:

Be reliable – If you make a promise, keep it. If you tell the customer that someone will come to your house on Tuesday to help fix the product, and no one shows up, you’ve lost credibility and your customer.

Continue to listen to your customer – You’ve solved one dilemma for your customer, but now he has another.

Help him solve his problem, and chances are you might get another sale. If not, you’ve at least been helpful, and you’ve increased your credibility.

Deal with disappointment – You have sold your product, but something seems to be not working. If possible, get to their place and fix the problem.

Go the extra mile – Is the customer looking for a widget you don’t sell? Then recommend a good company that does.

He will remember you- especially when you call him and ask if he could fix the problem.

Remember that we all make mistakes.

Customers appreciate your honesty and the hard work you put into making the situation right.

Recommended Book –  Magnetic Selling: Develop the Charm and Charisma That Attract Customers

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