Social Engineering Blogs

An Aggregator for Blogs About Social Engineering and Related Fields

The Psychology of the Sales Cycle – Overview

Selling, like most endeavors you want to succeed at in life, requires a disciplined process, sharp skills, and good planning. Just as there are specific sales skills that need to be honed through continuous learning and practice there are parts of the sales cycle that require attention and planning. Sharpening your sales skills and refining your sales process are great ways to ensure success over the long haul.I will be devoting a series of nine posts to exploring the sales cycle, looking at which principles of influence are most appropriate to focus on at different points in the cycle. My goal for this series is to help you understand how to get the most “bang for the buck” when you’re selling.Let’s start with the sales cycle. Other sales trainers may combine some of these steps and in some businesses the cycle might look a little different. I see the typical sales cycle as an 8-step process, which includes the following sequence: Prospecting – Looking for new potential customers or clients.Initial Meeting – The first contact with a prospect.Qualification – Fact finding sessions primarily designed to assess whether or not you can – or want to – do business with the prospect.Presentation – Presenting your service or demonstrating your product to the prospect to show him or her how it meets some need they have.Objections – Dealing with reasons the prospect might bring up that indicate a hesitancy to move forward.Negotiating – Potentially altering pricing, terms and/or other aspects of your product or service in order to reach a final agreement.Closing – Getting the prospect to agree to do business with you and your organization.Referrals – Getting the names of people or organizations you can approach using the client’s name as a lead-in.The six principles of influence, as popularized by Robert Cialdini, we’ll look at in conjunction with the sales cycle are: Liking – We prefer to do business with people we know and like.Reciprocity – We feel obligated to give back to those who first give to us.Consensus – We look to others to see how we should behave in certain situations.Authority – We often defer to those with superior knowledge or wisdom (i.e., experts) when making decisions.Consistency – We feel internal psychological pressure and external social pressure to be consistent in what we say and do.Scarcity – We desire things more when we believe they are rare or diminishing.Another psychological concept that will come into play throughout the series is the contrast phenomenon. This isn’t a principle of influence but is a psychological concept that works in conjunction with the principles of influence at different times. Contrast, sometimes known as “compare and contrast,” alerts us to the reality that two things will appear “more” different depending on what was presented first.I encourage you to stay tuned because if you do, your ability to sell, and getting to yes, will be much easier when you add the science of influence into your sales approach. Next week we’ll start with prospecting.Brian Ahearn, CMCT® Chief Influence Officer influencePEOPLE Helping You Learn to Hear “Yes”.

Persuasion and All that Jazz

Last year I discovered the work of Ken Burns. If that name is familiar it might be because of the notoriety he gained in the early 1990s with his PBS documentaries The Civil War and Baseball. I watched both and was fascinated! In addition to those I’ve passed considerable hours on the treadmill watching his documentaries on The West, The Dustbowl, Prohibition, The War (WWII), and most recently Jazz. In the Jazzdocumentary the famous musician Duke Ellington was interviewed and when asked about “the music of your people,” here is how he replied: “My people. Which of my people? I’m in several groups. I’m in the group of piano players. I’m in the group of listeners. I’m the group of people who have general appreciation of music. I’m in the group of those who aspire to be dilettantes. I’m in the group of those who attempt to produce something fit for the plateau. I had such a strong influence by the music of the people. The people, that’s the better word because the people are my people.”What struck me about Duke’s response was how he identified with so many different groups of people and how that undoubtedly allowed so many people to identify with him and his music. So often when we’re asked about ourselves we limit our view to a few defined and obvious categories. Much of that is defined by what we do (I’m a fireman, I’m in sales, etc.) or our role at home (mother, father, etc.). My question to you is this: Who are you? It’s important to understand for many reasons including when it comes to persuading others. That’s so because the more broadly you see yourself, the easier it will be to invoke the principle of liking. This principle of influence tells us people prefer to say, “Yes” to those they know and like. One way you can come to like one another person and have them come to like you is by sharing what you have in common.Here are a few ways I see myself: husband, father, son, brother, friend, businessman, salesman, influencer, trainer, coach, consultant, public speaker, reader, life-long learner, runner, weightlifter, martial artist, football fan, Ohio State Buckeye and Pittsburgh Steelers fan, Miami University and Dublin High School alumnus, Scotch lover, and child of God.As noted earlier, the more broadly I see myself the better my opportunity to connect with people because what we have in common (similarities) become starting points for relationships. Here are a few examples.When Ohio State beat #1 Alabama in the national championship semi-final, a game they were not expected to win, people were buzzing in Columbus. Everywhere you went it was a point of conversation and an easy way to talk to someone you didn’t know. I had a conversation with someone at a store that I can undoubtedly refer back to next time I see him.My wife, Jane, is from Pittsburgh and isn’t shy about talking to complete strangers about the Steelers when she sees them wearing some sports logoed item. You never know where a conversation may lead in terms of friendships or connections.When I do keynote presentations or conduct training sessions I regularly include influence stories about Jane and our daughter Abigail. Some people may not care how to influence others on the job but if they can get their spouse to take on a few more chores or get their kids to do their homework they’re all ears. Quite often people will talk to me afterwards about those personal stories, not business, because they see how persuasion can help on a personal level.I could give many more examples but you get the point. As human beings we’re all diverse and yet in our diversity we overlap with others in many more ways than we might have thought before. Duke Ellington clearly understood that and it’s a big reason his music was so well received by so many despite the racism he experienced during his lifetime. I encourage you to spend time thinking about who you are and the roles you have in life. That simple act could be enough for you to see  more clearly what you have in common with someone else and might allow you to start forming a relationship through liking. And the good new is; if you need them to do something for you in the future, the more you’ve connected and bonded, the more they’ll like you and in turn will be more likely to say “Yes” to whatever you ask of them.Brian Ahearn, CMCT® Chief Influence OfficerinfluencePEOPLE Helping You Learn to Hear “Yes”.