Humans are good at evaluating themselves on certain traits-they tend to correctly evaluate how emotionally stable they are, for instance-but they’re bad at evaluating themselves on traits like intelligence and generosity. (Shortform note: Ziglar contends that people often give false reasons for not wanting to buy a product, and indeed, other experts agree that people generally aren’t as in tune with themselves as they think they are. We’ll talk more about addressing objections in the next section. As a salesperson, you must listen well (as discussed in Part I) to figure out what their true objection is so you can address it. For instance, someone might argue they can’t afford the product when in reality, they simply already own a similar product. Behavior #1: Customers Give You One Reason for Not Buying When It’s Really AnotherĬustomers often unwittingly express false reasons for not wanting to buy the product, claims Ziglar. Here are the six common customer behaviors.
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