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!