This article is an excerpt from the Shortform book guide to "The Psychology Of Selling" by Brian Tracy. Shortform has the world's best summaries and analyses of books you should be reading.
Like this article? Sign up for a free trial here .
What role does first impression play in sales success? What is the key to imparting a good first impression when dealing with customers?
You can greatly increase the likelihood of a sale if you make a good first impression. To this end, appeal to your customer’s subconscious mind with cues that lead her to think you’re professional, in control, and an expert in your field. You can do this by harnessing the power of suggestion, which plants ideas and beliefs in a person’s subconscious mind with subtle social cues.
In this article, we’ll look at some tips on how to influence customer perception.
Present Yourself and Your Product Professionally
When you’re presenting any idea, product, or service, your customer sees you as an extension of it. Your appearance reflects on your product—if you present professionally, your customer will see your product or company as professional also.
First impressions matter and 95 percent of a first impression is determined by a person’s clothing. Therefore, dressing professionally and neatly are key to influencing customer perception and increase the likelihood of purchase. In addition, be punctual, organized, and polite. If you are late, disheveled, unorganized, or poorly prepared, your customer will think your product or company is of lower quality.
Additionally, present your product cleanly, neatly, and in an organized fashion. Materials should look well-kept; no coffee stains on your brochures or broken pieces.
Organize Your Office
If a prospect is meeting you at your place of business, be sure your offices are up-to-date, comfortable, and clean. Again, your customer will associate these qualities with your product.
Even if you don’t meet customers at your office, always keep your desk organized and clean. When you have an orderly office, you come across as a successful person, and even if you’re the only one to see it, an organized desk will tell your subconscious that you’re competent and in charge.
Additionally, of course, having an organized desk simply makes your job easier. Focus is the key to productivity, and an uncluttered desk allows you to focus on one task at a time.
Convey Energy
People are drawn to energetic people, as energy indicates enthusiasm, and a sale is merely a transfer of enthusiasm, whereby a salesperson transfers her excitement for her product into the minds of her customers. There are many ways to convey energy. Some basics are:
- Body language: Researchers have found that in sales, customers pay more attention to your body language and your tone of voice than to your words. Keep a good posture. Walk with strength and confidence. Sit upright in a chair and lean forward.
- Handshake: Greet your prospect with a firm handshake. This is your initial physical contact with your customer and it will convey what kind of a person you are—weak or strong and confident.
- Eye contact: Look your prospect in the eyes when greeting her. This, again, conveys that you’re a person in charge.
Ask Expert Questions
Asking questions also allows you to come across as a professional expert, positioning you as a concerned helper to your customer and decreasing her sales resistance and skepticism.
Think of a meeting with a doctor, accountant, or consultant. To start the meeting, this person will ask a series of pointed questions designed to extract information, from which she’ll assess and evaluate your needs. When you meet with such a professional, you view them as knowledgeable and you get the feeling they are there to help you. You as a salesperson can use pointed questions to convey the same feeling to your customer.
———End of Preview———
Like what you just read? Read the rest of the world's best book summary and analysis of Brian Tracy's "The Psychology Of Selling" at Shortform .
Here's what you'll find in our full The Psychology Of Selling summary :
- How to dramatically increase your sales
- How to know what your customers are thinking
- Brian Tracy's 10 guidelines for success
