2 Ways to "Screw-Up" a Perfectly Simple Sale by Michael Lovas Ever wonder what went wrong when you didn't close what seemed to be such a simple sale? Ever wonder why some people smile and nod as you make your presentation - but they don't buy? What if I could show you a simple way to fix that problem? Would you want to know? Well, let's assume you're skeptical to what I have to say. You're thinking, "Show me."OK, here are 2 blunders guaranteed to "screw up" a simple sale: Blunder 1. Forget Rapport. As you know, the first step in any sales situation is to "establish rapport." What does that mean? In practical terms, it means finding a link between you and the prospect. In technical terms, it means communicating with the prospect at an unconscious level. Does that sound absurd? Considering that 97% of our communication is nonverbal, the unconscious messages are the most influential. There are three tactics guaranteed to annoy your prospect into not buying: 1. Just speak louder and faster in an attempt to make your points more powerfully - instead of focusing on the unconscious and nonverbal messages. 2. Engage your prospect in small talk and generic chit chat. "Mr. Jones, that sure is a nice lawn you've got there..."It doesn't build rapport; it builds impatience. That's a great way to lose a sale. 3. Talking. Every time you talk, the interview stops. Every time you talk, the focus of the interview is diverted back to you. And, every time that happens, the sale gets farther away. Tip. When I'm coaching someone in building rapport, we spend a lot of time working silently. Sometimes I have the student concentrate on something so subtle as matching my breathing rate, especially if we're working on the phone. If we're face-to-face, I'll ask the student to match my eye blinking rate. Go to a restaurant and match breathing rate and eye blinks of someone sitting at the table next to you. Occasionally, reach up and scratch your scalp. If the other person moves in the same way, at the same time, you've established unconscious rapport. You could probably initiate a conversation and sell an annuity right there! Blunder 2. Speak in a different language. That doesn't mean you should speak French or Pig Latin. It means ignore the "criteria words" the person says. People don't realize that they repeat certain words and phrases over and over through their lives. Those aren't just words; they're labels connected to memories, emotions and beliefs. They're probably the most important words in that person's life. The choice is yours. If you want to actually make a sale, all you have to do is to write them down. Then, feed them back to the prospect exactly as they were said. But, if you want to "screw up" the sale, just paraphrase the words. A paraphrased word is essentially a word in a different language. Say "Security" instead of "protection."Or, say "Freedom" instead of "Independent." Tip. I have my students practice picking out criteria words and writing them down. Be sure to write legibly and exactly. In your meetings, ask an open-ended question - then just be quiet and write the important words on a piece of paper. Let the prospect ramble because you want between three and five criteria words. Michael Lovas is the author of Beyond Wave Marketing - how to add credibility to your relationship marketing program. He's a sales & marketing coach specializing in the insurance and financial industry. He is licensed, certified and degreed in teaching people how to use effective psychology to predict behavior and motivate prospects into becoming loyal clients. He has spoken to: MDRT, IAFP, NAILBA, Society of Certified Senior Advisors, NALU chapters, NAHU chapters, American Marketing Association chapters, and many businesses including Mobil Oil, London Life and Great Western Life. For bookings, appointments or to order Beyond Wave Marketing, contact: Michael Lovas 10718 Morning Glory Dr. Dallas, TX 75229 michael@aboutpeople.com www.aboutpeople.com (214) 366-0919