5/6/2024-On this day, Sigmund Freud

Reading buyers and understanding their motivations is hard for all sellers. At a minimum, try to open communication lines as broadly as possible and follow The Golden Rule.

On this day in 1856, Sigmund Freud was born in what is now the Czech Republic. As the founder of psychoanalysis, this Austrian neurologist may justly be called the most influential intellectual of his time.

So why is Siggie important to you?

Though you may not have a psych degree, your daily work with buyers qualifies you for a doctorate.

And because successful selling requires intensive and constant study of the human brain – yours and your buyers – you and Siggie have a lot in common. Study him.

Who are those clients you don’t click with? ("Whadya mean, everyone loves me!" …pshaw.)

Sure, closing deals is about finding fit and handling objections, but consistent and high-level career success is based on your ability to earn buyer trust…with everyone.

List those buyers with whom you need to get over the trust hump…what’s the blockage? Today, chart a path to bond with that person, even if you have zero in common and are on different spectrums of the enneagram.

By nature, you’re a chameleon who gets along with everyone. And, as a seller, you can get anyone and everyone excited about your company and offering.

Everyone? Hmmmm….

Face the facts: even those on the fringe whom you think buy your act…don’t. It’s not that you’re not talented or good at relating to people, but it’s impossible to hit it off with everyone. But it’s your responsibility to try clicking with everyone. (Buyers aren’t thinking about you at all in that regard.)

Here are a few quick tips that might expand your pool of those willing to throw roses at you during your next parade:
1. Smile. Everyone responds favorably to that.

2. Show interest in everyone — sincere interest. Empathy goes a long way toward creating bonds. Take extra effort with those you don’t click with and get them to do ALL of the talking; you just keep listening. (Somewhere in there, you’ll find something to bond over.)

3. Extend yourself to everyone and offer to do things for them….just because. Giving is the new black.

Beyond the above, understand you won’t get along with everyone…but trying might turn someone you don’t think you’d get along with into a trusted buyer…and friend.

Raise your hand if this has happened to you…

…you match your value prop to customer needs, proactively and successfully deal with objections, qualify the customer along the way, and use your best closing skills…

…and you don’t get the business. (UGH!)

If you’re fascinated with the psychology of how buyers buy, watch this Ted Talk with Terry Wu, a neuroscientist who discusses how customers make decisions.

What makes the sales life so fascinating and fulfilling is also what makes it maddening. (Everything would be GREAT if ya didn’t have to deal with people…right?)