In the west they say: "Sell benefits not features". In other words
sell the sizzle not the steak.
This is why they hate selling "to gooks". I've heard this many
times. "I hate selling to gooks, they always want to argue with
you". Thats another word that gets thrown around: Argue.
Its obviously a cultural thing. They think a certain reaction is an
argument. But for the most part they will admit if you ask them that
they hate "selling to those people". Because "they always want to
argue with you".
What a joke. This is not how you sell business to business. A true
buyer doesnt want to be sold. The only thing a salesperson needs to
say to a customer is: "Visa or mastercard". "Cash or credit".
This is where the features vs benefits idea comes from. You dont
want your lower level people to know anything about the products they
sell. Because you'll get these faux experts who want to ragchew or
even argue with customers about the products they are selling.
Go to a gun show and see this concept in action. You ever talk to
salesmen just to fuck with their heads. Ha ha ha its funny right?
They only know product specs of the guns. I doubt they are even
"shooters". Owning a motorcycle doesnt make you a "biker". You have
a certain mentality that you have to filter out of the retail market
and its these kind of know-it-all's. They are bad for business and
they are a cancer to the structure of your business enviornment.
Take for example these MCSE's. Finally for once they figure out to
make a test that tests you on your knowlege. Then we see the
unintended results of this policy. A bunch of guys with no hygene, no
social skills, who think they know everything because they memorized
the MCSE manual.
Now you cant retrain them to do anything because they think they know
it all. So end up bitter like the guys who thought they were going to
be pro athletes, that end up bagging grocerys, join the military or
working as door pansys at a club.
Theory Y doesnt want them and Theory X doesnt want to work with
Sell me benefits, not features. How cheap can I get it. How many do
you have? Why am I talking to you? Whats stopping me from walking
away and finding a distributor and getting wholesale price? There is
no sporting rule that says I cant cut you out of the action. Just try
and stop me.
Eliminate the middle man right?
You think i'm full of shit? Let me tell you something. I knew
murphys university professor. Used to be my neibor. And he told me
some things about the psychology of salesmen. Murphy wrote the
"salesmens bible" "your infinite power to be rich".
I'll paraphrase to protect my own interests. Salesmen are driven to
sell out of a emotional needyness. I'll give you some of my own
secrets. It is "enthusiasm" that sells products. This just means
that the less you know (or care) about your product or your customer,
or what your selling. The more "ethusiasm" you will produce in the
person you are talking to.
Its a psychlogical mechanism like projection. Take for example. If
your ever talking to someone and your forming a picture in your head
of what the person is saying. STOP. This is like mental voodoo.
Why on earth are you forming a PICTURE in your head of what someone is
SAYING? There are a lot of people that are thinking: "Thats how your
supposed to understand what people are saying". WRONG.
If you arent in the same perceptual context of the person talking.
You'll tend to use another sensory mode to interprete what the person
is saying. Why would you need to interpret another persons speech if
you have a common language amongst you?
This must be a sign that you arent in the same perceptual context.
Think in terms of schitzophrenia. A disorder perhaps of "knowing
where you stand" in a given situation. There is a joke about if the
guy talking to himself as he walks down the street isnt really talking
to another homeless guy talking to him only blocks away.
When you think benefits, or details, you cognify the process. Anyone
that takes action on feelings is a fool. Business isnt about trust.
Thats why you have contracts. Put your word in writing. Send me
something in the mail. Or shut the fuck up.
I'll tell you when I want to buy, what I want to buy, how much and you
tell me how fast your going to get it to me or i'll find someone that
will, cheaper, faster, and with less bullshit.
This is the problem. The idiot that buys crap he doesnt need on a
whim goes along with the asshole who sold it to him. There are more
of them then there are of me, but that doesnt mean this is how things
need to be done. If someone is talking about something and they know
what they are talking about. There is no feeling.
You ever get the response from someone: "I dont get you" or "I dont
know what your saying". They are seeking for a feeling, something
undefinable that has nothing to do with rational thinking. They are
seeking some emotional or tactile sensation. These are very unevolved
and primitive people mentally, intellectually, vibrationally,
Case in point. A guy I know that passed the stockbrokers exam by
guessing. His method is a form of pendulum without a pendulum. Would
you invest money with someone like that? I hope not. Not only that
but would I want to work with someone like that. Or would I want them
as an employee. Let alone a roomate?
Sizzle over steak. Absolute shite.
Sell features not benefits.
The technique in interogation when dealing with a pathological liar is
to put everything into a linear time context. In other words, use
features to establish a linear boundary to their thought process.
Ponder why would an effective interogation technique against a
pathological liar counter a common sales technique?