attraction (noun) a quality or force of someone or something that tends to pull others in or create interest in something…
When we think of ourselves and how others see us we have an internal image, an internal sense of who we are. We imagine ourselves in a certain way and we believe that this is how others will see us too…well, they don’t. We lie to ourselves, we just do.
The same applies to how we sell. We have created a story about our stuff and we just don’t get why everyone else doesn’t see it the way we do. We just don’t get why they aren’t rushing in to buy our stuff.
The reason is quite simple…you aren’t attractive enough.
The first mistake is to think that people want your stuff…they don’t. The want to feel how they feel about your stuff. They want to buy things that add or remove feelings. Humans are a bundle of complex feelings split between attraction to good things and repelling bad things.
My sales teams used to take me into meetings as they couldn’t get the ‘big one’ over the line, it just wasn’t landing. I’d show them how to listen to the customer and hear their feelings. I’d show them where the ‘hook’ lies and how to add or remove the feelings around that hook. We’d close the deal, they’d get their big sale and they’d learn how to really sell.
I’ve worked with many companies around the world, big and small, that insist on ‘selling the benefits’ without really knowing that faster, longer, stronger, bigger, better didn’t really cut it when the buyer is scared of making a mistake or when they want to experience the joy of their next big purchase…often the sale contained both of these feelings.
Take a good look around you. Nature will show you the way…what tools does nature use to stand out? To be attractive? To draw in the life-giving attraction to keep on keeping on?
Whenever I go, to companies with truly great products and services, they tend to be doing the wrong things really well. They believe that they are getting it right and in some cases, they kind of are…but to really fly they need to understand what makes them even more attractive than they are right now.
Sell feelings…people love to buy good feelings, we all do…