Being a marketing and advertising professional is somewhat paradoxical. The first part of the paradox is that you must be able to hear the world "no" without taking it personally. Of course that's harder than it sounds because "no" is just not a word we want to hear when we're making a sales pitch.
Your first feeling at hearing the word is a feeling of dread. It's like someone has punched you in the stomach or told you that all your hard work is worth nothing. However, we must be okay when the word "no" is spoken, because there will always be those who use it.
There will be people who don't want our service or product right now, and it will discourage us too much if we take it to heart. We must be able to hear a negative and think to ourselves that it's only a chance to try again later or try again somewhere else. The other part of the paradox is that we want to gear our discussion so that we hear the word "no" as little as possible. We do have some control over that.
The more we are positive in our conversation with the person we're marketing to, the more likely it is that they'll be positive with us. In this regard, even if you disagree with what the other person is saying, find a way to put it in the positive, such as, "Yes, I hear you saying that and it's a good point, but I'd also like to share with you that...." Psychologists sometimes call that reframing.
The other person gets used to hearing the positive approach and then has a more difficult time coming back at us with a negative. Remember that we're not setting up an adversarial relationship here. We believe we have a good product or service to offer, and we're trying to bring clients around to realizing its value for their needs.
You must master the art of persuasive discussion so that you can sell people things that are good for their businesses. Make sure you direct attention to them and their needs, and you'll be on your way to making many more sales.
0 komentar: