The many sales models and training programs are based on the following formula:
Create desire → Trial close → Answer objections → Ask for the order
Note: This formula is familiar to all salespeople and sales trainers. It's what is taught and what we all know. On the surface, it seems straightforward and logical. Who can object?
Unfortunately, there are several things wrong with this sales model. We know this because it is incongruent with the way emotions work (it is contrary to human nature).
The notion of “Desire” is misunderstood. Prospective customers do not desire to purchase a product or service. They desire to resolve their discomfort. This distinction is not semantics. Rather, “Definition is the key to identifying the solution to a problem.”
“Trial closes” are offensive and turn prospective customers off. A “trial close” reminds prospective customers the salesperson wants to sell the product more than they want to buy it. The first incidence of a “trial close” changes the dynamic of the selling situation, putting the prospective customer on the defensive. The result is for the prospective customer to find more and more objections.
Note: What was once a friendly encounter becomes a debate and a battle of wits. This results in the classic “pressure” that comes from a traditional selling situation, and why so many lay people reject seeing themselves as salespeople.
When prospective customers desire a solution to their problem, they do not want to argue with a salesperson. In other words, the time for answering objections is before the prospective customer is made uncomfortable.
Once a prospective customer experiences “a desire to resolve a problem,” he or she is uncomfortable by definition (Humanology® 101). At that point, the only job of the salesperson should be to help the prospective customer resolve his or her discomfort (i.e. write the order).
Note: This is the way advertisement works. Ads inform prospective customers upfront so, when they become uncomfortable (experience desire), they know exactly what to do. They resolve their discomfort (without trial closes) by seeking the product advertised.
“Asking for the order” reminds prospective customers the salesperson wants to sell the product more than they want to buy it (see “Problem #1” above). There should be no need to ask for anything if the prospective customer is made to experience discomfort. Asking for the order at that point can only change the situation dynamic, possibly interrupting the sale.
With Humanology®, we know the correct selling cycle assuming we are working with a qualified prospective customer.
Answer objections with presentation → Make prospect uncomfortable
The traditional selling cycle is wrong for two reasons. First, the pioneers of the sales and sales training industries did not know how emotions work. The second problem is “institutionalized indoctrination.” The original ideas of the pioneers have been replicated mindlessly, sadly limiting the potential of new sales people for decades.
Note: Any situation in which “group think” may exist should send up a red flag.
If you are a Director or Executive Manager, several options are available to you.
Learn on your own by way of the books and video in the “Learning” section.
Sit in on one of the multiple options for staff learning.
Retain a humanologist to assist you (or your team).
With options #1 and #2 (above), you will become exposed to the nuts and bolts of Humanology®. With that knowledge you will understand why the traditional selling cycle is wrong and how to fix it.
However, a general education will not get your salespeople to use a presentation book properly, nor will it tailor your sales presentations to maximize results for your company and its products and services. To achieve these goals, you will need to select option #3 (direct assistance).
Note: Select option #3 if you would like us to procure new accounts. Sometimes bringing in outside help is all that is needed to close an “A account” that has remained elusive.
Selling Contact Form
Convey your intentions in the “Comments” section,
and we will get back to you shortly.