Captivate the Customer

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Often our perceptions are what keep us from hearing “YES” from the customer.

Instead of selling to people, consider that it is your job to teach them how to buy.

What’s the secret to captivating the customer in the sales process?  Here’s what some have to say on the subject:

“There is no such thing as an attention span.  People have infinite attention if you are entertaining them.” – Jerry Seinfeld

“I don’t have a short attention span, I just…Oh, look! A Kitty!” – Anonymous

“The first eight seconds is the length of time the average human can concentrate on something and not lose some focus.” – Jeffrey Hayzlett, “The Mirror Test”

In order to captivate the customer, step 1 is: Stop Selling. That’s right: you have to stop selling, and begin teaching your customer how to buy.  What information, if known by your customer, would change indifference to action?

“No, not interested” is the stepchild of “I don’t know” and “I don’t care”.

What you need to teach the customer, to change their perspective, is the best path to the solution you offer. Sales executives have to understand the enemy; your biggest competition is “Don’t Know” and “Don’t Care”. Fight disinterest with knowledge, and teach your customer how to buy what they need. Teaching customers how to buy is the service that changes the game.

What perspective helps you to capture the customers’ imagination? How have you overcome “don’t care” and beat disinterest in your business?

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