One of the strongest tools I’ve had in sales is enthusiasm. Enthusiasm sells more than any other skill that I’ve seen. The point is, as the salesperson, “If you don’t care, who else will?”
This doesn’t require you to be really outgoing and dynamic in expression. If it’s a natural part of your personality to be energetically expressive, then that’s how you authentically show your enthusiasm. But if you have a more restrained personality, don’t try to act expressively enthusiastic. People will recognize it as fake, which will undermine your credibility. Just be yourself. Show your belief and excitement about your products and services as you would normally and naturally. Subdued enthusiasm is still enthusiasm. When you speak with conviction and confidence, you will be believable.
Prospective customers want to know that you believe in what you are selling them. If you speak without enthusiasm, generally you come across as being uncertain or doubtful about what you’re saying. This is especially important for that portion of the population that relies mostly on hearing for their information. They depend on more than your words as voice tone and inflection tell them much about the believability of your words.
That brings up the big question then: how do you get enthusiasm? That depends a lot on what motivates you personally. If you are a technical devotee, new technology will often be stimulating enough. But if you are a heart-centered, soft sell sales and marketing person, knowing and understanding the benefits to your prospects will most often generate enthusiasm. Once I have success stories from customers, I speak with conviction and enthusiasm to prospects who have similar challenges and problems or desires.
A warning here is in order. I’ve known and listened to some really smooth and polished speakers. There’s a danger here in today’s cynical society. Increasingly people are skeptical of too much polish when they are looking for sincerity and honesty. While public speaking training is invaluable for people who are uncomfortable speaking. But if you’re comfortable chatting with strangers, instead of practicing your presentation over and over, I encourage you to develop a repertoire of stories about the benefits your customers have found from using your products and services. Speak from knowledge and from your heart.
Heart-centered, soft sell sales & marketing are about helping customers buy – when they agree it’s right for them. When you understand what they want and need, and when you can provide their solution or desired results, you will find yourself honestly enthusiastic about your products and services will do for them. Have stories about the value they have brought others like these prospects. Customers want the reassurance that you believe what you are selling them is the right solution. Enthusiasm conveys your belief and conviction. After all, if you don’t care, who else will?
Think about your own personal experience as a customer. Have you ever talked with a salespeople who left you in doubt about the value of their solutions because they lacked enthusiasm?
My first Kindle eBook, How Relationship Selling Rewards Small Businesses, went live on April 24, 2012. https://amzn.to/2BaP2AH I've lived a lifetime of service and spiritual search so it's natural for me to incorporate these attitudes into my work. I believe that selling and marketing are spiritual service when done with a heart-centered, relationship selling approach. All of business success comes down to building strong relationships.
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