Clarity: The Final Step in the ABC’s of Sales

The ABC’s of sales: attunement, buoyancy and clarity. Throughout the past two weeks, we have explored this theory by sales guru, Daniel Pink. We learned that attunement is understanding another person’s perspective and buoyancy is the ability to stay positive despite rejection. The third and final step of the ABC’s of selling is clarity. Clarity is the ability to help others see their situations in fresh and more revealing ways and to identify problems they didn’t realize they had. Through clarity, you can show clients why purchasing your product or service will solve their problem.

Pink points out that we must first make sure that we are solving the correct problem. To do this, it is important to sort through the information you have been given and present only the relevant and clarifying pieces. Second, Pink says you must ask the right questions in order to uncover possibilities, surfacing latent issues, and unexpected problems. Which brings us to the next step, finding your frame of reference. Pink states that you can frame your offering in a way that contrast with its alternatives and therefore clarify its virtues. There are five frames that can help you provide clarity to those you hope to sell to and move.

The Less Frame
We’ve all heard the saying, “less is more”. But this can be vey true in selling. Framing people’s options in a way that restricts their choices can help them see those choices more clearly instead of overwhelming them.

The Experience Frame
Research has found that consumers believe purchasing experiences will provide them more happiness than purchasing goods. Therefore, framing your sale in terms of experience leads to higher satisfaction. Pink gives the example of selling a car. Instead of emphasizing the cars attributes like leather seats, point out what the car will allow the buyer to do: experience new places, visit friends and family and create new memories.

The Label Frame
Assigning labels can alter a person’s frame of reference. Studies have shown that labeling helps people compare one thing to another, creates context and can even alter behavior. By framing with positive labels, you can alter the views of those around you and therefore increase your sales.

The Blemished Frame
The blemishing effect is where, “adding a minor negative detail in an otherwise positive description of a target can give that description a more positive impact.” So next time you’re selling a product or service, list all of the positive features but also include a minor negative aspect. Doing this could actually improve your sales process!

The Potential Frame
We’ve talked about personal selling in a previous blog and this frame focuses on just that! When selling yourself, it is important to not only focus on your achievements, but also emphasize your potential. So next time you’re selling yourself, don’t just talk about what you have done in the past, but also what you can do in the future.

Clarity is the ability to help others see their situations in fresh and more revealing ways and to identify problems they didn’t realize they had. Through clarity, you can help other’s identify the problem their experiencing and explain how you can help with your product or service. This in turn improves your sales process and increases sales. We’ve enjoyed sharing Daniel Pink’s ABC’s of selling over the past few weeks. Check out a final video on this ABC’s of selling and make sure to stay tuned for more Sales Blogs!

Get Media Coverage

It is actually much easier to get media coverage than most entrepreneurs imagine. Every day, journalists must find new stories, and they can only write about the stories they have heard about. By creating relationships with journalists and understanding the themes that interest their readers, we can generate stories that qualify for media coverage. Getting space in print or on-air is priceless as advertising. Media exposure is actually also a better way to be presented to potential customers than traditional advertising, because it is far more credible and interesting than an advertisement that the company itself has produced.

Not all news is interesting, however, so to get media attention, we must create good stories about our company and our products or services. The first step towards media coverage is to find out what the story or coverage should be about. Consider focusing on stories that unusual, interesting and have a big social impact.

Mortal Creativity

In our daily experiences, as we travel the path of personal and professional living, we are constantly called to action by visual and written advertising. Some we automatically file away in some part of the brain created for that purpose, some we take in through a more conscious part of the brain that processes the information, while some force us to stop and marvel at the creativity, which is being revealed before our senses. Advertising is creativity in action.

What is creativity? Is it a mysterious quality, like genius, that is present at the birth of each individual? Is it reserved only for the artist, such as a Rembrandt or a Mozart, and cannot flow into the essence of us, who are not blessed with an artistic flair? Why does the use of the adjective creative lift the thing being observed into a higher realm of existence? Why does the creativity label appear to be out of the reach of most mortals—an attitude that relegates us to a level of just being satisfied with what we assume to be our skills and talents?

Let me assure you that if you are informed, you are creative. Creativity, I believe, is a blossoming of information. The more you know about people and their environment, the greater becomes the understanding of their nature, or “what makes them tick.” With such essential acquired information, the better you can appreciate their attributes, and the more expressive you can be in recounting their strengths. On the flip side, the better you know their weaknesses and what to avoid.   Get your creative juices flowing by checking out the book Small Business Guide to Marketing Basics