As experts in psychological language, we constantly look for the reasons people say "YES." The converse of that is the reasons people say, "NO." We conducted some pretty extensive research into these questions and developed some specific answers for you. If you're brave enough to consider improving how you conduct your selling conversations, we're brave enough to help you. Here are three of the answers:

Confusion. Confusion is actually a state of hypnosis. So, if you've ever been confused, you've been hypnotized. As a hypnotherapist (like me) or sales person (like you), confusion works – but only if you can use it to shake someone out of a negative position. Let's say my investments are heavily weighted in risky areas. Maybe I still think Enron will come back. That could be a negative position, right. If you can shake my belief such that I get confused as to what to do next, you've moved me from No to a spot closer to Yes. The continuum of states from negative to positive are:
1. No
2. Confusion
3. Hesitance
4. Frustration
5. Impatience
6. Yes
Once you see me in a confused state, all you have to do is give me a procedure to get out of that confusion.
Insufficient info. Question – for my financial situation, what is the most important thing for me to know? If you answered that question, you failed the test. The correct answer is, you don't know. The only answer is – what's important to me. If I got burned in the downturn, maybe it's most important for me to learn how to protect my money. On another hand, there is a good chance the most important information for me is that you are the type of person I can trust. That is an emotional decision, not a logical one. Meaning, you have to connect with my core values and emotions and not my intellect. Failure to do so, will cause me to say, "NO!" In fact, research proves that even if you make a perfect logical case but don't make the emotional case, I would wonder, "OK, but why go with this guy?"
Lack of credibility. Many years ago, I went to my ophthalmologist to get my glaucoma test conducted. When I informed my primary care physician (an internist), he said, "Next time, give me a shot at providing that service for you." Needless to say, I stood there speechless. What credibility did an internist have in the on-going treatment of glaucoma? None. Your ability to subtly show your knowledge in a relevant way is your ticket to proving your credibility. Your ability to read and connect with your prospects is your ticket to proving your credibility.

In Conclusion

What do you now know about Consultative Selling that you didn't know before? It is a philosophy. You need to employ it in your daily conversations. That it will fail unless you learn how to read prospects and connect with them. That it will fail unless you focus on better listening skills.

Instant Insights /

The Weak Spot in Consultative Selling

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