Some sales people use closing techniques that draw on negative factors to get the prospective buyer to say yes, including fear tactics. A good salesperson does have a role in advising their clients to pending changes that may negatively affect them if they don’t act – that’s being responsible and is often the catalyst for action. Negative motivation, false or exaggerated claims are not what a true professional uses.
Typical “fears” to close the sale or motivate buying are:
- Missing the sale price
- Pending out of stock
- Last year’s model
- Prices going up
- If you don’t take it, the person behind you will
- You’d be a “fool” not to buy
In some situations the fear is absolutely valid and even helps nudge the procrastinators. I disagree when a seller uses fear to manipulate or force someone to make a decision that totally favours the seller.
Fear, which is a negative emotion, is very powerful. On the other hand, inspiration and encouragement are positive motivators. We can reframe our suggestions to our clients from negative, which center on the fear of loss, to ones of benefit, opportunity and a sense of gain.
Reframing situations to a positive opportunity include:
- Saving money by purchasing last year’s model
- Buying before prices increase OR waiting because the new model actually costs less (yes, prices do go down too)
- Wait for the new model because of better technology or capacity and options
- Trusting the client is intelligent and has the ability to make a decision when presented facts and information
There’s a very important aspect to selling using positive influences and motivation – you are viewed as being trustworthy, responsible and objective. When was the last time you said “Hey, let’s go back and find that pushy and aggressive salesperson we bought the ____ from.” You actually avoid him/her if he/she still works there. However, we do seek out and buy from professional, positive and polite sellers again AND recommend them.
I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. ~ Maya Angelou