Politicians, elections and getting people to buy
As the UK prepares for the third nationwide vote in two years, it is unsurprising the interview with Brenda from Bristol has gone viral. “You’re joking, not another one? Oh for God’s sake! I honestly can’t stand this!” she said when she was told about Theresa May’s announcement of a snap election.
Now imagine, you are someone that has found themselves on a mailing list that’s been sold to anyone and everyone with something to sell. Whether its SEO providers, web developers or companies trying to help you “with the accident you were recently involved in”. You may well react like Brenda.
I believe there are five steps that need to be followed to make a successful sale, the first three of which are crucial – whether you are selling a product, a service or an idea.
- Trust – a buyer needs to trust the person they are buying from. You might not for instance trust a politician or a sales person that had made promises they hadn’t kept in the past either, which may make you question whether you are going to get what you expect.
- Rapport – building rapport is a key stage in the sales process. Actively listening is key here as the sales person doesn’t want to fall into the trap of trying to sell something the buyer doesn’t want to buy or has no need for. Politicians who don’t listen to voter concerns are as likely to lose the ‘sale’ as a sales person trying to sell a sports car to a growing family.
- Need, opportunity or want – discovering what will motivate the buyer to buy allows the sales person to adapt not what they are selling but how they sell it to the buyer. If the buyer is not motivated to buy then they won’t buy! Theresa May suggested that the election would be a ‘Brexit’ election, however, many people are concerned about the NHS, education and their own standard of living. If politicians don’t tailor their message to the voter they may find they lose out to someone that does.
- Propose a solution – when proposing a solution, outline the benefits that are relevant to the buyer. A business owner won’t usually buy advertising to reach the whole of the audience but they will buy if the salesperson can demonstrate that the audience contains a significant number of their target market. In terms of the election, if voters are concerned about an issue, politicians should try to demonstrate how they will fight for the individual.
- Ask the person to buy – asking for a commitment is the easy bit if the previous four steps have been followed. You really will be pushing on an open door. Building trust and rapport and identifying the need or want are the steps that make a real difference in the psychology of selling/buying.
Article by: e business coaching.
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