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It's Election Day tomorrow in the
US, and many people are fed up with the campaign ads and coverage.
Not me.
I've often said that we can learn tremendously from the persuasive and
communication techniques used by politicians.
For example, I noticed how some TV interviewers ask questions that
attempt to put words in the candidates' mouths.
"So, what you're saying is ..."
"What's really happening here is ..."
"Isn't this, then, really a matter of ...?"
Of course our objective as salespeople is not to trap someone into
saying something they don't really mean (like many reporters do so they
can get a good sound bite for the news). What we can do, though, is help
the person clarify, in his mind and ours, something they do believe but
have not yet clearly articulated,
or perhaps even given much thought to.
For example:
"Really, what you're telling me is that you've lost over 50 hours
worth of production time just within the past month because of line
problems. Is that
accurate?"
YOU CAN ALSO HANDLE QUESTIONS LIKE A SKILLED CAMPAIGNER
I've also noticed how politicians
answer questions posed by the media, or at public forums. Depending on
their agenda and how comfortable they are with the question, they have a
variety of methods of answering. You might be able to use a few of
these. (Note: unlike some politicians, be sure you tell the complete
truth. Even though some people condone and even expect untruths from
elected
officials, honesty is still the best way to conduct business.)
Comment on their Questions. "I must have touched on an area
of interest, based on the number of questions you have."
Defer the Answer. "To give you the best answer, I'm going to
need a few more pieces of information from you about the ..."
Shift the Emphasis. "I'm glad you asked that, because it
gives me the chance to point out ..."
Enlarge the Perspective. "Really, that issue reflects the
state of the entire industry, not just our company alone."
SOMETIMES THE SIMPLEST TECHNIQUE WORKS THE BEST
Here's one of the best techniques I
saw in a local state campaign commercial. A candidate looked the camera
(audience) straight in the eye and said, "I've lowered your
property taxes, created jobs, and will continue to work hard for you.
Will you vote for me? I'll appreciate your vote on Election Day
and please bring someone else along with you."
Think about it; understand your customer, present the benefits, then ask
for the business. |
