Years ago I read an article on What Makes Art, Art? and I’m going to start with three ideas from there on what makes art and (shocking) relate it to sales:
- perception of the viewer
- intention of the creator
- interpretation
Most interesting to me was the order, so we’re going to work from there!
Perception of the Prospect/Customer
In sales we need to begin with the other person in mind. Consider the language that you use when it comes to perception!
What words do your prospects and customers use to describe:
- projects
- problems
- situations
- their job
- their company
NOW incorporate their words into your questions and conversations.
Of course, just like in art – the background, education, and experience of the person on the other side of a question will affect how they perceive what you’re asking. WOW that is a lot to think about.
PLUS: What role will timing play into their perception of the question being asked?
Salesperson’s Intent
I can’t stress enough that your thoughts will come across in your voice and have a huge impact on your prospects’ and customers’ perception.
With inside sales; I find the number one intention that affects perception = BOREDOM, yup – that you’ve left one billion voicemail messages and no one is calling you back…. comes across when a human answers the phone!
Perhaps more importantly, the intention (perhaps intentions plural is more accurate) we aren’t consciously choosing can have the largest effect on our questioning success. Typically… NOT in a good way either.
Choose your intention – don’t let it choose you.
Interpretation of the Conversation
This is where I see the prospect/customer’s perception merging with the salesperson’s intention. Ultimately – just like with art, if the artist has to argue with the view on what a piece means…. everyone is in trouble.
The difference is, I may still buy art, even if I don’t agree with the artist’s explanation of the work.
I will NOT buy from a salesperson if we don’t merge my perception with their intention.
Artistically yours,
Lynn
ps: please join me at noon EDT TODAY for The Art, Science, Game of Sales register here.
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