As I have learned over my time, you will never get in trouble for listening.
When you are selling a car, phone or an idea and concept, you follow the same system. Below is a classic seven step sales cycle.
- Agree the problem/opportunity.
- Preview the benefits of addressing the problem/opportunity.
- Suggest the idea.
- Explain how it works.
- Pre-empt objections.
- Reinforce the benefits.
- Agree to move forward with a clear outcome (Close)
Check reactions at each stage.
The most important step is the first: agree the problem/opportunity from the other person’s perspective.
The process is conversational in which you let the other person communicate about what they are wanting to get out of this conversation.
The idea or concept you are trying to sell will probably make sense to you and you are probably very enthused about your proposition, but not everyone will get excited about your idea. You need to get into their shoes and their head and see the world through their eyes.
Tap into the personas dreams and core values. Try and avoid selling features, work out what the benefits are or ideally their dreams. Start with what the person wants, not what you have.