How to Sell a Feeling

To be totally in tune with the needs of your customers or prospective customers you have to listen to them. Listen to them ? it sounds easy enough to do but not everybody gets it right. What you must always bear in mind when you are selling something is that you are not selling an item or object ? you are selling a feeling.

I was taught this particular lesson whilst working for a friend who was very much into NLP (Neuro-Linguistic Programming) which studies the structure of how humans think and experience the world. One small part of this vast subject centred on how people can be persuaded to relax and immediately place their trust in you if you use the language they want to hear; how do you know what they want to hear? It's simple, they will supply the clue, and as I stated previously ? you just have to listen to them.

The method is simple; there are some people that are audio dominant and will react to what you say to them; there are others that are visually dominant and will respond more to what they see. The crucial point is that you have to get the language right to get either of these two groups wanting to buy from you. The following examples illustrate how this is done.

Imagine you are working in a store that sells music systems and your first potential customer walks in and says to you, "I would like to look at a CD player please."

The use of the word 'look' suggests that they are visually dominant so your reply must be in the same vein by using 'sight' words such as; "Ok sir/madam, let me 'show' you this one." or "Could you 'see' this in your lounge?" or "The finish on this model 'looks' great."

The person may not even switch it on but could still end up buying it because it looks good. Using these types of expressions will create a comfortable feeling in the buyer because they perceive you to be on their wavelength; the probability of them buying from you should increase significantly.

For the audio dominant person, the same technique is applied but this time using 'sound' words. This time a person walks in and says, "I would like to listen to a CD player please." "Ok sir/madam how does this one 'sound' to you?" or "Can you 'hear' the difference between this one and the other?" Again, listen to what they are saying and tailor your conversation to suit.

If you use 'sight' words with an audio dominant person, it will create an uncomfortable feeling for them that will possibly result in them leaving the store without a purchase. The same obviously applies to using 'sound' words with a visually dominant person; it causes conflicting feelings because the language doesn't feel right to them. This takes us back to the earlier point that you are selling a feeling and not an object.

It is worth noting that a vast number of people worldwide regard the use of NLP in business as essential but equally there are those who are not entirely convinced of its effectiveness. I have seen and indeed occasionally used the language technique myself but with only a moderate degree of success. I am sure there are far superior and experienced NLP practitioners out there who cannot only close a sale at nearly every attempt, but make it look easy at the same time.

Give it a try and see if it works for you. You may not get any results or you could be a roaring success. Either way, it should be interesting, and with a bit of effort and persistence ? who knows?

John Sheridan is a professional proofreader of hard copy items and website copy. He also writes web copy and occasionally accepts small copy-editing assignments. He can be contacted at: john@textcorrect.co.uk

Website: http://www.textcorrect.co.uk

This article is the property of the author and may only be reproduced in its original form.

---

How to Sell to the Devils Advocate

There is a car commercial running were a husband is... Read More

Practice Building: Create a Powerful and Targeted Call to Action for Your Prospects

A "Call To Action" is an invitation for your prospective... Read More

Generate Sales with Lead Generation Marketing Tools

One of the best projects to undertake as an online... Read More

Successful Selling in 21 Steps

1. Dependability was chosen as the most important.2. Integrity was... Read More

Effective Account Management

Congratulations! You successfully sold one or more of your company's... Read More

Sell Without Feeling Like A Used Car Salesman

Many business owners and professionals are appalled at the thought... Read More

If You Respect Them, They Will Buy -- Closing the Sale

We've all had the unfortunate experience of being convinced by... Read More

10 Ways To Improve Your Sales

1. Determine your current situation. How are you currently positioned... Read More

Its All in the Questions

Contrary to many of the books on how to be... Read More

Like It or Not... You?re in SALES!

Mention the word sales or salesman and two out of... Read More

10 High Powered Ways To Magnify Your Sales

1. Give your prospects a f~ree trial of your software... Read More

Survival On The Road! A Resource For The On The Road Sales Professional

It makes no difference if you are a Saleswomen, a... Read More

Yikes - My Feet Hurt! 8 Tips for Trade Show Exhibitors

Yikes - My Feet Hurt!Concrete. Tiles. Cheap carpet. Walking, walking.... Read More

Sales Training - What Is a Disguised Implied Need?

Have you ever been in the position where you are... Read More

Are You Deaf? Dumb? Blind at Trade Shows?

I'm constantly amazed how otherwise smart marketeers become deaf, dumb... Read More

Customers Do Not Know How To Ask Good Questions ? That Is Your Job

Customers will ask you a question and you'll proceed to... Read More

A Sale in 30 Seconds? Its all in the Greeting

It has been said that a customer makes a decision... Read More

Follow-Up Marketing: How to Win More Sales with Less Effort

A study done by the Association of Sales Executives revealed... Read More

7 Sales Techniques To Differentiate You From The Competition

You have a choice. You can stand out or blend... Read More

How To Win Business By Networking

In sales we do tend to become focused upon our... Read More

Using the Consultative Approach to Gaining Sales

What do we mean by a consultative approach?When you hear... Read More

How to Make Training and Development a Power Agent for Change

Does this sound familiar? With high expectations, you sent your... Read More

Grow Sales Using Image Tactics

In my dreams, I envision being the marketing consultant equivalent... Read More

Five Tips To Increase Your Sales

1. You could end your ad copy with a discounted... Read More

Cross-selling for Increased Sales, Profits, and Customer Satisfaction

Cross-selling - the art of selling for non-salespeopleCross-selling is the... Read More

Value Add Negotiating for Sales Professionals

Imagine this scenario. You are a sales representative for Baker... Read More

Resistance Training for Sales People

What was the quickest rejection you ever got? 2 minutes... Read More

The ?Shocking? Sales Strategy of Saying THANKS!

I would like you to begin thinking of mailboxes in... Read More

Sales Marketing: 10 Amazing Secrets To Sell Any Product Fast.

Implement these smart sales marketing secrets and you'll be capable... Read More

Sales Lessons from Bob Vila

There's more to what he does than meets the eyeWith... Read More

Secrets to Getting in Front of Your Best Prospects

As a salesperson, your ultimate goal, of course, is to... Read More

Win More Sales With a 5-Step Sales Process

Facilitating the buying process can be very straightforward and fairly... Read More

Do You Know the Emotion Behind the Objection?

Prospects have many reasons (you might think excuses) for not... Read More