Reading the Sales Mind
Last month, I was at a social event. It was a "cocktails and small talk" nightmare where lots of inane chatter is exchanged until your spouse gives you the, "let's go" look.
A couple approached us. They had just arrived. He was a guy I've known for a few years but haven't seen in a while. We said hello and shook hands and he introduced me to his date. I said, "It's nice to meet you" and she replied with:
"It's nice to meet you, too" and then continued with, "I have zero desire to be here. Hopefully, there is someone nearby that I know, at least someone more interesting to talk to than you. Tell you what, you go ahead and talk and I will listen occasionally. In the meantime, I'm going to scan the crowd and hope for a familiar face."
There were two parts to that reply. The first part, "It's nice to meet you, too," was audible. She spoke those words. The second part was no less true but completely unspoken. At least not out loud. The "talking" was done by her eyes and head and she practically screamed her displeasure. It didn't take a mindreader to figure out she had as much interest in this event as Americans do in major league soccer.
Most people are easy to understand if you are watching their body language. The trick is to pay attention and that shouldn’t really be a trick at all. Hear the words but believe the actions. How people truly feel is demonstrated physically. It’s in their eyes. It’s in their frown. It’s in their shoulders.
Bill can be reached at 781-934-7036 or through his recently updated website BillFarquharson.com where you find free content and ideas as well as info on his books and sales training programs.
Bill Farquharson is a sales trainer for the graphic arts. Email him at Bill@AspireFor.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault are available at BillFarquharson.com.