This is the core of sales: people buy from people who they like, who they feel understand them and their needs.
Previously this used to be about making a good impression when you knocked on someone’s door, or served them in your shop. A little later having a great phone manner and nattering away on a sales call was the skill everyone wanted to have.
Getting people to buy your product has never been a hard sell: it’s always been a social sell.
And now, thanks to the Internet, our social sell has just got more demanding. Now we have to show our customers what our ethos is through our website, woo them with our newsletters and tell the world what we’re like as people through blogs like these!
Social networking doesn’t have to be a demand though: it can be a key to finding out what your customers are like, and what they want. It can help you to anticipate their demands and give them what they want.
As an active twitter user, facebooker, blogger and general social media geek I’ve had the opportunity to experiment with what makes people ‘like’ you, how to communicate with your clients and how to tap into the most powerful piece of market research you can get.
If you have a following through social media, or just through a regular stream of client phone calls/ email enquiries; you’ve already got all the tools you need to find out what your clients want and how to sell it to them. People tell us what they want through their ‘trance’ words: the words that they use when they’re really expressing themselves.
Trance words are the words that make people buy.
They are the words that your clients always mention in their email enquiries, they’re the words they mention during your sales calls; and now they’re the key words from your conversations via social media.
Let me give you two examples:
Fred calls up Human Resources Ltd and Bonnie answers. Fred doesn’t get to his point immediately: he tells Bonnie about his day, the trouble he’s had finding staff, what happened to the last person he employed… Bonnie sticks with it though and eventually gets Fred to open up. Fred explains that he really needs staff that are reliable and that have a sense of responsibility. Jotting these words down, Bonnie allows Fred to talk some more before calmly and concisely explaining that Human Resources Ltd pride themselves on having staff that are reliable and responsible. Fred quickly agrees to use Human Resources Ltd.
Rachel is skimming through her company, Cookie’s Inc, Facebook friends. She is pretty sure that there’s room in the market for a skinny double choc chip cookie for professional women in their twenties. She writes a status update about this and gets a great response. Clicking on her inbox she sees a message from Katy who is enquiring about when the cookie is going to launch. Checking out Katy’s profile page she notes down that Katy is in her mid twenties and works for a PR company in London, she likes new restaurants, yoga and music festivals. She collates this data as and when Cookie Inc’s facebook friends interact with their company’s page: and before long sees trends developing between what different customers interests are and what type of cookies they prefer. She decides that doing a product stand at Glastonbury would be a great chance to trial run the double choc chip cookie; and also contacts yoga companies about whether they’d be willing to endorse its health benefits. The skinny choc chip cookie is a huge success: and Rachel gets promoted.
Knowing what your customers want has always been key to effective sales and marketing. Now social media has opened a door for us to build on our ability to listen to what our customers really want (their trance words), make better products, sell more, and know what business ventures make sense for us to take.
To get to a place where you can use these trance words effectively; you can’t just be a great communicator, you need to be a purposeful communicator.
You need to know how to get Fred to open up, how to encourage a conversation on your social media, how to close down that opportunity to network, to create business, become more confident.
And this is where I come in. It’s been my pleasure to speak and work with the BWN on numerous occasions and now I want to teach you the true secrets to negotiating low prices, effective networking, doubling your sales (or just winning an argument with your partner!) so I’m going to host an exclusive coffee morning event for the Business Womans Network.
I usually only work on events in central London but to give you this fully interactive (that means some audience participation and real learning) seminar I’m going to come to the Five Lakes Crowne Plaza Hotel in Colchester Essex on Tuesday the 24th of April 10.30am-1.30pm.
Not only will I be hosting the event in your local area, I’ll also be offering tickets at a fraction of their normal cost: with none of the hassle of travelling into London.
So if you want to continue to improve your communication tactics, make more sales, learn negotiation tactics taught at the best Business Schools, by top NLP practitioners and have fun! Please send a paypal payment of £50 to email@example.com by
Friday 20th of April. Just click on the button below and a new window will open to take you to paypal
I’ll look forward to seeing you again soon
Speaking to strangers should really be simpler shouldn’t it?
Yet when we see someone that we really want to say ‘hello’ to, inspiration nearly always fails us, and we end up reverting back to terrible conversational habits.
Let me give you an example.
Imagine a time that you really wanted to speak to a stranger: it could be someone you want to network with, a prospective customer who’s walked into your shop, the person who you end up sitting next to every day on the bus… but never quite managing to speak to.
Even if you manage to squeeze out a ‘hello’ you know it’s going to be followed, rather boringly, by the world’s worst ice breaker question:
“How are you?”
It’s so safe, so utterly predictable, so uninspiring! A bit like sweat pants really.
And also completely impossible to answer! I defy ANYONE to think up a good, succinct response to such a question. I mean do you say the automated response of ‘fine thanks’ (which is both untrue, and offers the other person in the conversation no material to respond to) or do you burst into tears, sigh deeply, or scream with joy, and tell them the whole story of how you’re really feeling (including your life history, details of your tangled love life and financial woes in the process)?
Hmm tough one.
I actually think it’s way better to be a lot more specific than this and give someone something specific to respond to. My logic is if you make it easy for a person to respond to you, then you’ll get better responses from them.
Along with people who work for the Inland Revenue, and traffic wardens, I’m also very suspicious of questions generally. They make you feel a bit put on the spot-no?
“What do you think about the Olympics then?”
Ha! I thought that would catch you out! Questions are also hard to answer when you’re not ready for them. Maybe if you had ten minutes to think about it, the ‘How are you?’, would be easier to answer. When you’re speaking to strangers though you don’t have ten minutes: you have to make them feel comfortable in the moment.
We do this by making specific ice breaker statements. Watch this video to learn a little more about my unique conversation kick starting system:
If you attended my talk for the BWN on Tuesday the 20th of March in Essex you will know there are tons more details that I just didn’t have time to squeeze in on the day.
To make sure I get to teach you the true secrets to negotiating low prices, effective networking, doubling your sales (or just winning an argument with your partner) I’m going to host a one off coffee morning event.
I usually only work on events in central London but to give you this fully interactive (that means some audience participation and real learning) seminar I’m going to come to your local area at a time that is convenient to your group in April. The day will be content packed, with take home exercises, and a really fun relaxed feel… plus I have a feeling attending is tax deductible!
Not only will I be hosting the event in your local area, Essex, at a time that is convenient for you to attend, I’ll also be offering tickets at a fraction of their normal cost: with none of the hassle of travelling into London.
So if you want to continue to improve your communication tactics, make more sales, learn negotiation tactics taught at the best Business Schools and have fun! Please send a paypal payment of £50 to firstname.lastname@example.org by Saturday the 31st of March to secure your place.
I’ll look forward to seeing you again soon