So I wanted to buy a car. It was a tough choice, but I decided that my next new car would be a Volvo. So I drove to a local dealer and told him that I wanted to take a look at a few Volvos and he could help. "Of course," he replied.
After watching drive a couple of cars that I decided to test any of them. As I drove around went the seller about how great this car is and how clients are not complaining about the car and how they love their Volvos. I then asked him to be more specific about what customers like about their Volvo. He seemed to hesitate. It was quickly clear that nobody had ever asked him to be specific. He said: "well, you know, people like the way it drives and how it looks." He rambled on, but never on details.
After a few test drives and more "' oohs and ahs" about how great it would be to own to Volvo I thanked him and departed without buying a car. I wasn't sure and wanted to think about some more.
About a week or so later I decided to go back and some Volvos again test ride. This time I went to another dealer hope to get a different flavor before my thoughts.
The seller that greeted me was a polite and humble individual. We call him Jack. Jack asked me simple questions about what I was looking for in a car. I told him that I had test a few Volvos driven, but not sure whether to buy or not.
Jack listened and nodded his head and said: "alright. Let's start with the model you like the most. " I said: "of course."
We got into the car and I was ready to start the car as Jack asked me to wait a minute. Jack then went on to explain the characteristics of the car. By the time he was finished I understood what each button on the panels, the dashboard and doors could do. Jack explained how many of these features would make my drive more comfortable. It soon became clear that Jack how to sell understood benefits, not features.
When we finally started driving, Jack began to go in the history of the Volvo; origin, model transitions and improvements and on and on. It was like listening to a Volvo documentary ... with me in it!
When we finished stepped Jack me around the car to explain some of the hidden security features. Volvo is known as one of the safest cars in the world. And after Jack's mini-Tour around the vehicle I understood why. Needless to say, within an hour I sat down in his Office finalizing the paperwork to buy my first Volvo.
I gained a few lessons from this experience that I want to share with you.
Firstly, Jack was not a "stain" seller. He was an average guy with a very modest attitude. Most people have in their heads that if a big seller should give you a quick and smooth talker. Wrong. Who would you be more confident? A fast-talking seller just as the first with smooth answers and no depth or someone like Jack that all your questions answered with details and facts?
Secondly, people don't want to be sold, they want to be convinced. Jack understood that gives me a lot of information would go a long way in helping me decide if I wanted to buy or not. I could with Sufficient information, or better yet, convinced me to decide.
I don't buy the first dealer because I don't have enough information to make an informed decision. Everything that I had were the opinions of other people that the car from a seller who I don't personally knew had driven. Testimonials are great, but unless I know the person behind the testimonials means little for me.
More often than not, people reject proposals or making a decision to buy because somewhere in the sales process, their concerns were not addressed. They still have lingering doubts about whether it's the right choice for them.
Jack approach reminded me of a saying that I keep in mind when trying to understand the relationship between motivation and action:
"An ignorant mind is a confused mind. And a confused mind will never make a decision. "
In a hyper-capitalist society where we are inundated and bombard with new technology and features, our mind often times not keeping pace. The task of a seller is to explain the new developments, but more importantly how they benefit of the buyer. Or sell or just trying to convince others, what motivates people in action 1) knowledge and 2) it is in their best interest.
Think about it for a second. If you know ' how to ' do something, you rarely hesitate in getting it done. If you know that it will benefit you personally, you will act!
One final note: If you're in control, like this is very when someone doesn't buy in your approach, a strategy or a way of thinking. Maybe the reason that they are not has less to do with your ideas, and more to do with them not with enough information to make an informed decision OR how it will benefit them in the long run.
PS, Update: five years later my Volvo is still going strong!
Victor Gonzalez, top Spanish motivational speaker and author of the LOGIC of Success. For more info go to: www.thelogicofsuccess.com www.thelogicofsuccess.com or by email victor@thelogicofsuccess.com
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