Buying Trances
A New Psychology of Sales and Marketing
Number of pages: 240
Publisher: John Wiley & Sons, INC.
BBB Library: Sales and Marketing
ISBN: 9780470095195
Editorial Review
Before you can think of selling anything to anyone, you must first make sure that they are listening to you. But the rule of thumb is that most people are not listening; most people are pre-occupied with their own thoughts, troubles, errands, commitments and the likes. Your objective here is to get their attention long enough to induce what is known as a Buying Trance.
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Wisdom to Share
“The buying trance is all about delivering a message to people that fits what they are looking for and that is delivered in a vivid way.”
“When it comes to working with resistant prospects, agreeing with them is a wiser strategy than arguing with them. Agreement melts resistance and leads to trance, then to sales.”
“When you attempt to market anything to anyone, unless you address them at their current trance level, you will not be accepted by them.”
By asking detailed questions, you get many specific answers that will give you clues as to what people are really thinking, where they have drawn their conclusions, and who has influenced their thinking.
Thus, the fields of public relations, marketing and advertising do not just influence perception, but actually create it.
A great number of our actions actually stems from unconscious motivations, which is why many times we cannot give accurate reasons to justify our behaviors.
When you choose any simple product over another, your decision to buy that product is mainly activated by what is programmed in your mind over time through advertising and publicity.
Perceptions control how people respond to anything, and their perceptions are largely controlled by others.
Yet, most sales people focus on their own needs to sell; thus, a selling trance and the difference between the two trances is dramatic.
The Buying Trance is a focusing of attention on what a person will get from your product or service.
Almost no one in business understands that unless you merge with and lead the existing trance of your customers, your chances for a sale are slim to none.
Understanding what really motivates people is the foundation to understanding this new psychology of marketing and selling.
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