The interesting thing about sales is that it is very similar to dating.Â Closing a sale in many cases is like winning a fight with your significant other.
When you get into a fight with your wife, husband, girlfriend or boyfriend, what do you do? You try to prove how you are right and they are wrong, right?
When you try to prove your points I bet you use logic to show how you are right… but at the end of the day you know that it isn’t really going work. Why you may ask… well it’s because the other party is emotionally stuck on the notion that they are right and you are wrong.
So how do you win a battle with your significant other? Well the reality is, you don’t try to win. As long as the other party feels that they have won and you still get the outcome you are looking for, it doesn’t matter. And the best way to get the outcome you are looking for is to change the other person’s mood… typically by making them happy. Because if someone is happy, they are more likely to give you what you want.
Now lets dive into how you do this from a sales perspective…
Always try logic first
Every time you go into a sales meeting, the first thing you need to do is make a case on why they should be using your product or service. The easiest way to convince a company is to show how your product or service can make them more money.
The pitch goes something like this… “If you use our product, it’s going to boost your revenue by X and it will only cost you Y. You should start seeing the benefits within 30 days.”
Of course you will have to go into a lot more detail than my pitch, but you get the point…
And if you can’t make a pitch related to increasing a company’s revenue, you better be able to pitch them on how you are going to save them money or time, or help them get a leg up on their competition.
Logic doesn’t always help you close a deal
Now that you’ve made your pitch using logic, you have to realize that logic won’t always win you a deal. There are a ton of reasons on why logic doesn’t always win you a deal, such as the person you are pitching to just may not like you.
It’s impossible to figure out exactly why someone may be emotionally set on not giving you their money, but if you pay attention to body language you can get a good understanding if someone likes you or not.
When you’re talking and they are nodding their head, it shows that they are engaged and like what you have to say. On the other hand if they are ignoring your pitch and constantly looking down at their iPhone it shows that they probably don’t care to hear what you have to say.
If you find that their body language is showing that they are engaged and happy with what you have to say, then you are fine and you should work on sealing the deal. But if their body language shows other wise, you better start working on changing their mood.
Don’t change their mind, change their mood
I wish I could tell you the one tactic to change someone’s mood, but there is no generic way to do so. But the one thing I can tell you is that you have to make the other party happy with you. If someone starts liking you, they are more likely to sign a deal with you as people rather work with others they get along with.
Here are some of the ways I change people’s mood so that they like me:
- Story telling – During the beginning of a sales meeting I always ask people to introduce themselves and share something interesting about themselves. By doing this I can start finding commonalities and tell stories of how I do similar things related to their interests. The purpose of this is for the other person to feel and say to himself or herself, “I could be friends with person”.
- Food and drinks – Some people just like feeling that they are special. You’ll be shocked on what a free meal and drinks can do someone. People really appreciate the small things and it tends to make them happy.
- Humor – There is no better way to lighten up the mood than to say a few jokes. The key to using humor is to make it related to the pitch, never joke about the company you are pitching to, and don’t take things too far. And ideally use humor during your pitch and not during the beginning or end, as this is the most natural way to do it.
- Make life simpler – The person you are pitching to probably has a busy work schedule. So if you can make their life easier, or take on some of their workload, they’ll be much happier. So within your pitch, make sure you emphasize how you are going to reduce their workload and not cause more work for them. Who doesn’t want to work less…
If you use some of the tactics I mention above to change peoples’ mood, you’ll notice that you will start closing a lot more deals.
A good salesperson will use a combination of logic and emotions to close deals. Using just logic or emotions by itself isn’t effective, so you have to get better at reading people and mixing up your pitch by using both of those elements.
The next time you are in a sales meeting, try changing the person’s mood. You’ll be shocked on what it can do.
How else would you go about changing someone’s mood?