The Barenaked Ladies: What a great band, and one of my favourite songs by them has some words that I replay in my mind on a regular basis. If you listen to the lyrics of 'Brian Wilson', you might find them as meaningful as I do:
“It's a matter of instinct, it's a matter of conditioning, it's a matter of fact
You can call me Pavlov's dog
Ring a bell and I'll salivate how'd you like that?”
Pretty insightful if you take a moment and think about it. We all know the story of Pavlov's dogs and how he conditioned them - when he rung his bell the dogs would expect food and would start to salivate.
As humans, we can be conditioned in much the same way as the dogs were, hopefully minus the drool. We have, throughout our 'sales' lives become conditioned from either external or internal signals, thoughts, rejections, and price wars. For example, the moment we hear a customer ask, "What is your price?" we look at our pricing and quote the lowest price we can because we have become conditioned to do so in order to get the sale. We have been conditioned over time from our interactions with our customers that we tend to provide a low quote because getting the sale right away without having to negotiate allows us to remain in a comfortable emotional state. Ultimately, we have allowed ourselves to become conditioned without even knowing or realising it.
So what if we consciously conditioned ourselves to react in a different way? What if we conditioned ourselves to pay attention to the positive emotional reaction we have when we make a sale with a higher price than we anticipate, instead of letting the uncomfortable feeling associated with negotiating direct our response? What if we started quoting higher and if we are high we work our way down a little at a time? WARNING: If you just said "I can't" or "I will lose my business" or "I'll never get any new business" or "Can't in my territory" you couldn't be more WRONG. You are uttering these self-defeating words simply from conditioning. And from me simply saying "start at a higher price", your current self-belief and prior conditioning had you react this way.
You need to start building new conditions so that when the price bell is rung you don't shoot to the bottom as fast as you can. Don’t worry – you will still answer quickly and you will be confident in your price but you will start higher on the pricing scale, still giving a fair price to your customers and allowing you to make money as well.
So how do you do this? Well it won't happen overnight and it will take some time. But it will come if you work at it, little by little, day by day. The best way to retrain yourself is to focus on the specific messaging throughout the day by reading a related sales book 15 minutes in the morning and/or listen to audio books throughout the day on attitude, money and finances, success etc.
Because, "It's a matter of instinct, it's a matter of conditioning, it's a matter of fact".
By Brett Meadows, Gitomer Certified Advisor, Brett brings his experiences combined with his real world sales help to you and your sales team and the results will leave the competition wondering where their entire customer base went. If you are tired of missing out on sales then contact him. If you want the secret on how to turn coffee into sales email him and in the subject line put 'coffee' and he we will send you “Coffee Is For Closers” E-zine. If you would like recommendations of 'must listen to’s' and 'must reads', please feel free to email and Brett will be happy to send you a list of his favourites.