We “look” at everything – opportunities, threats, communication, pictures, movies, relationships… through the “lenses” of our past experiences, conditioning, values, circumstances, priorities, personality, age, self esteem, and beliefs.

That’s why three people can be standing on the same corner and see the same car smash, and each of them will give a different account of what happened – because we all perceive things differently. We evaluate things differently.

How does this apply to sales? How do we best present or pitch a product, service, request, or opportunity, given this information?

1. Try to see things through the eyes of your prospect by trying to understand his or her way of seeing things and their present circumstances and priorities.
2. Try to understand their values and past experiences, and how these relate to your presentation.
3. Look for their “HOT BUTTON – “Where does it hurt?” What problems do they want solved? What do they want more than anything else?
4. Ask yourself, “What is it about my solution that they can easily relate to?”
5. Seek common ground, affiliation, proximity. What can you agree on? What questions will they answer “yes” to?
6. Seek a third party to triangulate trust – this works especially well with referrals and authority figures , leaders, religious or political principles or groups, and fraternal entities.
7. Ask a lot of questions that lead them to positive conclusions regarding your offered solution, like “What do you like best about…?”

Simply by accepting the existence of this lens analogy, you will find yourself less judgemental and impatient, more empathetic, and certainly more successful. Some people take a longer time to make a decision for a very good reason.

Robin Elliott LeverageAdvantage.com

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