from maybe to yes · running a marathon with one leg tied behind your back. master key #2 the...

FROM MAYBE TO

YESDr. Michelle Rozen

FIVE PSYCHOLOGICAL MASTER KEYS TO SKYROCKET YOUR SALES AND INFLUENCE

FROM MAYBE TO

YES FIVE PSYCHOLOGICAL MASTER KEYS TO SKYROCKET YOUR SALES AND INFLUENCE

Dr. Michelle Rozen

FROM MAYBE TO


Dr. Michelle Rozen

Hello there, fellow change maker!

My name is Dr. Michelle, I hold a PhD in Psychology and I speak nationwide as well as internationally on leading and motivating ourselves and others through change. I wanted to share this ebook with you in order to give you the top five psychological master keys for engaging and motivating prospective clients toward the sale that you want. Knowing how to change people’s minds and get them motivated to work with you is a super powerful tool. Once you master it, you will be able to transform your relationships, advance your career, grow your finances and just improve your life in general. The hallway to all of that is mastering the way the human mind works in sales. Sales does not only equate to revenue- which we all know covers expenses and pays for a lot of nice things in life- but also equates to mastering psychological master keys that can be used pretty much in any situation.

Join me in this ebook to master the five psychological master keys to skyrocket your sales and influence. They are simple to remember and use, and

transformative in every possible way.

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The brain automatically places more value on the opinions of people who appear to be confident, a new study reports.

How would you rate yourself on a confidence scale? If it's high and you are also an influential person it seems that the two factors are linked.

Here is how your self confidence impacts your clients:

1. It shows how you feel about yourself

If you aren't going to have confidence in yourself, why would anyone else? You can't expect people to support you unconditionally if you do not believe in yourself wholeheartedly. If you aren't secure in who you are as a person, how can you ever move forward in life with ease?

The honest answer is you can't because you are nervous and self-conscious. Instead of concerning yourself with the opinions of others, you must live your life for yourself. Do things that make you happy and interest you. If an opportunity arises that you wish to explore, don't think, just dive right in because that is the only way you are going to learn how to succeed on your own.

MASTER KEY #1

THE UNSHAKAbLE CONFIDENCE RULE

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2. It asserts power and knowledge

If you aren't confident in your views and convictions, how can you expect others to listen to what you have to say? If you don't believe what you are selling, no one else will either. People aren't fools and will know when you are faking it. They will definitely not be afraid to call you out on it.

If you want people to listen to what you have to say, you must exude confidence and engage them in whatever it is you are trying to say.

3. It encourages positive thinking

Who wants to be around someone who is constantly negative all of the time? No one. Confident people tend to think on the positive side because they are secure in themselves and aren't easily thrown off track. They take what life throws at them as it comes and react accordingly.

They do not allow these obstacles to distract them from the task at hand, rather they calmly and rationally manage whatever the situation is and move on with whatever it is they are doing.

4. It shows leadership in your field

No one wants to follow the direction of a person who can't assert him or herself because it defeats the whole purpose of having a leader: having one designated person who stands above the rest to help others.

There is no way to even trust someone's ability to lead you if that person isn't confident in his or her own motives. Leaders must have confidence so that the people looking up to them feel secure, motivated, and driven.

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This is how you apply The Unshakable Confidence Rule:

If your prospect seems disengaged, does not answer your emails or just does not seem interested in your offer, don’t take it personally. Always keep in mind that they may act like that because of reasons outside of your control. Focus only on what you can actually control by applying the techniques that you will learn in the next pages. If you believe in yourself and work on your sense of confidence, your prospects will be inclined to believe in you as well. Self-confidence will also incline you toward a more assertive closing approach. People need to be grabbed by the hand and led. You have to be the leader of the interaction, so you can’t let your prospects smell self-doubt or incongruence during the sales process.

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Our minds get so cluttered. The laundry. Your cellphone bill. Whether you used “their” in place of “there” in that Facebook post you shared at midnight. The average mind is full of what experts call “mental clutter"—all the chatter that’s going on in our heads during our waking hours.

Think of your sales prospect’s mind for a minute, and understand how cluttered and busy the mind of the person that you are trying to work with is. On the other hand, your mind may be just as cluttered and busy as you are trying to communicate products, value and prospects. Between your cluttered mind and the client’s cluttered mind- a successful sales process needs to happen. For that, my friend, you need clarity as your top strategy.

You see, if you don’t completely understand the nuances of what you are selling, you are going to lose a lot of sales, especially if you are selling many different products to many different clients that have many different needs and requests. You won’t know the best customer fit for your product, so you won't be able to qualify prospects effectively. If you don’t know all the product's benefits, you won't be able to show your prospective clients how it could help them, therefore constantly missing chances to impress and persuade them. If a prospect asks you a technical question, you won't be able to answer, which takes away the power of presenting yourself as an expert. Selling without tight product knowledge is like running a marathon with one leg tied behind your back.

MASTER KEY #2

THE CLARITY RULE

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This is how you apply the Clarity Rule:

Pull back for a minute. Do you really know the ins and outs and all of the important details of every product that you are potentially selling? Are you really clear on all the important details? If not, take the time to learn that. It will be worth your while because the power is in the small details, and once you are the expert of each product’s unique selling points, you become very hard to beat in sales.

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Making a B2B purchase is undoubtedly a serious decision, and if you asked buyers how they came to a conclusion, they'd likely say "logic." But as psychologists know, we can fool ourselves into thinking we're more rational than we actually are.

The truth of the matter is that every decision is emotional. People make decisions based on sensation, need or emotion, not through a logical thought process. That’s why emotional and palpable benefits are the key to persuasion. A question you should always ask yourself as a sales person is: “What is the emotional hot button here? What’s the WHY behind this customer’s actions?

Following an emotionally based decision making process, people tend to justify their decision with facts. For example, imagine a man that sees an advertisement with a photo of a sports car and immediately falls in love. However, he can’t bring himself to buy the car based on a feeling, so he reads the copy of the technical specifics about the powerful engine, safety features and low maintenance. He wants the car because it makes him feel good inside, but he is going to buy it only when he can explain and justify the purchase rationally. Your role as a sales person is to answer both needs- appeal to the emotion but then immediately provide the rational justification to support the purchase.

With this in mind, it's not hard to imagine a prospect buying solely on emotion and then justifying it as a "rational" decision later on.

Emotions, then, should be of prime importance to salespeople. If your pitch doesn't hit an emotional high note, your chances making a sale diminish considerably.

MASTER KEY #3

THE EMOTIONAL DECISION MAKING RULE

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Here are five common emotions that drive buyers’ decisions, and here is how you leverage them in a sales process:

1. Frustration

Why it matters: People want their lives to be easier and people want to excel at their jobs. When something that’s crucial to getting things done is broken, they fail to achieve either of these goals. The frustration they’ll feel is a powerful driving force to getting a solution.

How to leverage it in a sale: Ask your buyer why they’re talking to you. What’s not working today? In their day-to-day, what do they struggle with? What are the ripple effects on their larger organization? The more you let them talk about their gripes, the more ready they’ll be to hear your fix. In this way, your prospects are priming themselves to buy.

2. Hope

Why it matters: Your prospect is frustrated with the status quo, but the flip side of their annoyance is hope that things will get better. You can’t just focus on the bad -- to close a deal, you have to lead prospects toward their better tomorrow.How to leverage it in a sale: Ask your prospect, “In your ideal world, how wouldthis work? What would you like your success to look like?”

This way, you’re not only uncovering their goals, you’re discovering exactly where their biggest pain points are. You can now tailor your pitch to speak to their hopes for a better future.

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3. Excitement

Why it matters: Excitement is imperative for breeding a sense of urgency and keeping the prospect engaged in the sales process. If they’re bored or disinterested by your conversations, they will have no incentive to keep speaking with you.

How to leverage it in a sale: For some prospects, technological innovation and newness will be enough to get them going. Show these buyers demos and let them get their hands dirty so they stay engaged. For others, hearing about the new things they’ll be able to accomplish is the key to driving enthusiasm. Figure out what exactly gets your prospect going and then play to that.

4. Fear of missing out

Why it matters: Fear of missing out is a very specific subset of general fear.Prospects don’t want to be the ones who are responsible for their company missing out on the next big thing or getting left behind by their competition.

How to leverage it in a sale: Show your prospects case studies of customers similar to them who have seen success with your product. Circulate third-party research that demonstrates the business pain your product solves isn’t just a trend -- it’s becoming a necessity to address, and not moving quickly will leave your prospect leagues behind the industry.

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5. Desire to be first

Why it matters: This is a simple issue of business acumen. Every company needs a comparative advantage to survive, much less flourish, and successful business people usually have a competitive drive fueling them.

This is how you apply the Emotional Decision Making Rule:

Appeal to your prospect’s emotions in the sales process and then provide them with rational data that will support their emotionally based decision.

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Here is something we do not like to admit: We follow the pack. Like birds in a flock or sheep in a pasture, we follow -- sometimes at our own peril.

The Crowd Following Rule is is a bias in our mind in the way we perceive reality and take subsequent decisions. It causes people to think or act in a certain way, because they believe that others are doing the same. For example, the bandwagon effect can cause someone to adopt a certain political ideology, simply because influential people in their social circle have adopted the same ideology.

This form of thinking can affect various types of decisions that people make, including how they dress, which political candidate they vote for, and what ideologies they adopt. Because this effect is so prevalent, and because it can have such a powerful effect on people, it’s important to understand it.

This is based on the intuitive notion that other people’s judgment is worth relying on, and on the assumption that it can be beneficial to think in the same way as others.

There are two main reasons for crowd following in decision making:

1. We like to conform with others:

One such factor is people’s desire to conform with others, and to act in accordance with what others are doing, because they don’t want to stand out or act against the crowd.

MASTER KEY #4

THE CROWD FOLLOWING RULE

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2. Agreeing with Everyone is a Shortcut

We tend to think that other people have done the research and know what they are saying. Not to conform means that we need to think for ourselves, do our own research on a product or topic which takes time, effort and energy, which we don’t always have or desire to spend.

This is how you apply the Crowd Following Rule:

As clients ask themselves, “What do others think about this? What do others do? What do others feel?” make sure you appeal to it by providing the answers that you want them to have. This is why testimonials and all other forms of social proof are so critical in sales. Make sure to provide plenty in every stage of your sales process.

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It is extremely rare for a sales prospect to buy if a human connection with the seller is not formed first. A human connection makes sales prospects feel safeand understood. They are sure that they will be treated as valuable human beings throughout the process, so they can drop their defenses and relax.

Connecting with your customers is vital. Make them feel like you really care about their wants and needs and that they’re more than just a number to you. Let’s face it, there are enough companies out there already providing abysmal customer service. Sometimes we’re simply grateful if our call doesn’t get disconnected or if the representative follows up when promised. If you can be the difference in the world through your customer care, then you can stand out from the crowd. Be the refreshing cool glass of lemonade on a steamy summer day.

Win your customers over with one-on-one interactions where you really listen to them and their pain points. Be sure to follow up afterward. Build meaningful relationships through listening. Listening to people shows that you really care for them and want to understand their needs.

People tend to have more faith and trust in people who listen to what they have to say, which should result in them buying your product. If not, you need a plan to follow up. Sometimes people just need a little reminder, and following up shows that you’re reliable and eager to help with any problems.

MASTER KEY #5

THE HUMAN CONNECTION RULE

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This is how you apply the Human Connection Rule:

Sales are all about relationships. In your relationship with your client, always position yourself as a problem solver. You are there to make their lives easier and your job is to make them look good as far as their supervisor, team or audience. They need to know they can completely count on you, they need to know that you have their back, and they also need to personally like you. You are there for them and your job is to help them succeed, which is what connects them to you. The more helpful you are, the more valuable you become in that relationship, the more you sell, and the more they buy.

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A few words for conclusion

Getting from maybe to yes is all about understanding how the human mind works. It is also about focusing on the other person, what is in their minds and how you can shift it so they become motivated to work with you and buy your product.

Instead of jumping in with a sales pitch about your product or service, why don’t you start with a line of inquiry about the buyer, and then present your wares as a way to meet your buyer’s needs? Show them that you can find a solution for their issues or opportunities. By being friendly, open and most importantly, by putting your prospect’s interest as the #1 priority, you lead the buyer towards closing the sale.

Thank you for joining me and for reading this ebook. I hope you liked it. Remember, you CAN change their minds, but you’ll have to first rewire your own mind in the way you think about the sales process and in the way you handle your relationship with a potential client. It is in your hands.

I look forward to hearing about all the wonderful things that you are going to do!

I will be rooting for you.

Dr. Michelle

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[email protected] 212-457-2727 115 E 57st 11th floor New York, NY 10022

from maybe to yes · running a marathon with one leg tied behind your back. master key #2 the...

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