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Create a Buying Atmosphere

Posted on: August 26

Author: Admin
Create a Buying Atmosphere

August 2010This month we talk about creating a buying atmosphere.  Can you imagine buying a ticket to a movie that was produced without rehearsals, without the appropriate scenery, lighting, and actors?  It just wouldn’t happen.  You’re buying that ticket because of the preparation that went into the movie’s production…the stage has been thoroughly set.  The preparation is what made it “your idea” to purchase the ticket.  It’s the same for the product/service you’re selling.Getting in the Mood:  The Buying AtmosphereSpectacular performances are always preceded by unspectacular preparation. I so strongly believe that what you do before the actual performance in preparation is just as important as what you do in the performance that I’m spending time on the foundations of a great performance before getting to the specifics of giving a presentation.Let’s discuss the concept of creating a buying atmosphere. The buying atmosphere is an environment where the prospect feels comfortable to say both “yes” and “no” to your product. It is an atmosphere where, unlike many sales situations, potential buyers do not have that fear of “getting sold” and instead can focus on determining whether the product or service truly fits their needs.Buying vs. Being SoldThere is a natural resistance between prospect and salesperson. Some call it skepticism, healthy suspicion, or just plain mistrust. Most prospects are not saying to themselves, “Why should I buy?”They are saying, “Why shouldn’t I buy?” Understanding this is basic to understanding the psychology of selling.Everyone loves to buy, but people hate to be sold. When I describe a product I’ve purchased and totally love, I bought it. When I purchased a product that didn’t work out as I’d planned, I got sold. I don’t even mind paying too much if I buy it, but I hate to be sold an overpriced product. This is the difference between a buying atmosphere and a selling atmosphere. Although you may start out across the desk from your prospect, your goal should be to sit on the same side of the desk as the prospect in a counselor role as opposed to a sales role.A single phrase or a few sentences is sometimes all that separates the creation of a buying from a selling atmosphere. For example, you walk into a retail-clothing store and the clerk runs over and says: “May I help you? We have jeans on sale today! Can I show them to you?”When this happens, you become immediately defensive, and a selling atmosphere has been created. You reply, “No, I’m just looking.”You went into the store with some purpose in mind, or maybe you really just wanted to browse. But you did not come into the store to engage in the “selling process.” You want to feel in control and buy what you want.On the other hand, you walk into the same store and the salesperson walks up and says, “Hi, my name is Erin, and if you see anything you need help with, just let me know.”There, the beginning of a buying atmosphere has been created.The question is: How do I create this atmosphere where I maintain control and yet the prospect feels in control? It certainly isn’t easy. Millions of salespeople have taught prospects to expect a selling atmosphere.There’s a fine line between the prospect feeling controlled or being in control.An old Italian man lived alone in the country. He wanted to dig his tomato garden, but it was very hard work because the ground was rock solid. His only son, Vincent, used to help him dig his garden every year, but Vinnie was in prison. The old man wrote a letter to his son and described his predicament:Dear Vincent, I am feeling pretty badly because it looks like I won’t be able to plant my tomato garden this year. I’m just getting too old to be digging up a garden plot on my own. I know if you were here my troubles would be over. I know you’d be happy to dig the plot for me. Love,DadA few days later, he received a letter from his son:Dear Dad,Don’t dig up the garden. That’s where I buried the bodies.Love,VinnieAt four a.m. the next morning, FBI agents and local police stormed the property and dug up the entire area without finding any bodies. They apologized to the old man and left. That same day, the old man received another letter from his son. It read:Dear Dad,Go ahead and plant the tomatoes now. That’s the best I could do under the circumstances.Love,VinnieIf Vinnie had tried to sell the authorities on digging up his father’s garden, he would’ve failed, but because they felt in control, they gladly dug up that garden for Vinnie’s father.To your success,Tom

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