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Why Emotions, Mindset And Timing Matter in Sales

Why Emotions, Mindset And Timing Matter in Sales

There is perhaps no business unit that relies on the delicate combination of science and art more than sales. Maintaining a robust data analysis operation can be extremely illuminating, and in fact is necessary for almost every organization to compete in the current landscape. However, there are integral parts of the sales process that remain hidden from even the most advanced metrics. To fill in these gaps and get a complete picture of the sales process and how it relates to your customers, it is important to understand the more human elements that come into play.

Many of us like to think that we approach our business decisions with a level head and a dedication to logic, keeping our emotional reactions undercover until we are back with our family and friends. In reality, humans can never turn off the part of the brain that causes us to react emotionally, and this has big implications when it comes to the relationship between your organization and your customers. The Corporate Executive Board (CEB) partnered with Google for a study of the role that emotion played for 3,000 B2B customers. They found that although branding is still an important component of a successful strategy, only 14% of the buyers perceived a valuable difference when it came to brands’ business value.

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All of this leads to the conclusion that you can be doing everything right from a product, pricing and marketing perspective, and still run up against a disconnect with your customer if you do not understand how their state of mind affects their purchasing decisions.

The customer experience is an accumulation of memories, emotions and relationships

A crucial ingredient to enterprise sales success is providing a superior customer experience, and your product or your pricing structure are not always at the core of this experience. Rather, it is an amalgamation of the various ways which your people and your company make the customer feel.

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In the sales process, this translates into storytelling. But it is not just about telling the most effective story about your product and your value proposition; the customer needs to easily understand where they fit into the story in order to maximize engagement. This is representative of a very human desire. We all want to feel like we are understood, and that our problems and concerns hold real weight for those with whom we are conversing. When you can successfully make your clients feel this it creates a long-term culture of trust that forms the backbone of the customer experience.

Customers perceive value differently than sellers

Salespeople are trained to have intimate knowledge of their product’s value: what problem it solves, why it is the best option for solving said problem and why the pricing structure makes sense for the client. But limiting yourself to this view fails to take into account the perceived value of the transaction for the customer.

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Some experts separate a customer’s perceived value into three categories. First is company value, which includes all benefits gained by the company such as efficiency improvements or cost savings. Then there is professional value, which covers the ways that a product can make the client’s job easier. Finally there is identity value, which many argue is the most important because it speaks directly to the customer as a person, not an employee.

Sales largely depends on recruiting mobilizers

One of the reasons that demonstrating identity value to your customer is so crucial involves the increasing dependence on mobilizers. Enterprises in the 21st century are becoming increasingly complex, technology now often links business units that previously had little interaction with each other, and managers and directors have access to more information than ever before.

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These factors result in an increase in the amount of stakeholders who have a say in the purchasing process, which is why it can be very advantageous to have a mobilizer who can advocate for you within the organization.

The customer journey is driven by small but significant moments

Aligning the timing of your sales process with the timing of the customer’s journey is one of the surest ways to close a deal. When the timing is off, it can derail a potential sale even when it seems like every other variable has been accounted for.

The problem is that evaluating the customer’s purchasing journey from start to finish can be a daunting task. Instead, it is better to consider it as a series of moments where something you do or do not do can have a significant impact. That way, you just have to pay attention at each stage of the journey to ensure that your timelines are still aligned.

Featured photo credit: VIKTOR HANACEK via picjumbo.com

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Last Updated on June 19, 2019

8 Life-Changing Skills You Can Learn in Less Than 6 Months

8 Life-Changing Skills You Can Learn in Less Than 6 Months

Everyone has the ability to learn a life-changing skill not just this year, but in the next 6 months.

By life-changing, I mean something that can have a positive impact in your life moving forward, even if it’s something you can’t envision today. Certain skills we can immediately reap the benefits of, while others will be life-changing when we least expect it.

In this article, we’ll share 8 life-changing skills you can learn in 6 months, where you can learn them, and how you can get started today.

1. Speed reading

Bill Gates has been known to state that if he had one superpower, it would be the ability to read faster. What Bill and the rest of the mega-successful understand is that knowledge is power. The ability to process information faster from books, articles, and reports is what will help us learn faster, and therefore improve each aspect of our life faster as well.

Where you can start learning: Speed reading courses are becoming more popular, as more people realize how important it is with the limited time we have. You can check out free courses like Read Speeder or you can start learning how to use Spritzlet, which allows you to speed read articles online with a browser extension.

2. Public speaking

Research shows that people fear public speaking more than death itself. There’s something terrifying about being in front of dozens or hundreds of people, and exposing yourself completely. It’s when you’re most vulnerable, but learning how to public speak is a life-changer.

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Warren Buffett has given advice to recent graduates that the number one skill you can have to succeed is public speaking skills. Everything from communication, confidence, and sales is developed when you develop your public speaking skills.

Where you can start learning: Luckily, there are great communities out there like Toastmasters that organize local meetups all around the world. You’ll find amazing public speakers that are looking to get to the next level to beginners that are just getting started. Check out Toastmasters’ website here.

3. Spanish

As the third most spoken language in the world, the ability to speak Spanish will allow you to reach over 500M people around the world. No matter where you live, knowing how to speak Spanish is becoming increasingly more important, with the Hispanic population and economy spreading quickly worldwide. If you’re living in the US, this is even more important, with over 30% of the population being Hispanic.

Spanish is also on this list, because it’s one of the easiest languages to learn. Sure, Mandarin is an important language to learn, but it’s an incredibly difficult one to learn. If we were to measure the level of importance and the time to learn for all the languages available, Spanish would make it to the top of the list.

One of the biggest reasons why people never reach fluency in any foreign language is: using the wrong method, and lack of time.

It turns out that humans retain only 5% of what we learn from lectures, 20% of what we learn from apps (visual cues), and 90% of what we learn from immediate immersion. Yet, how do 90% of learn a new foreign language? Language schools (lectures), books, Duolingo (apps), etc that don’t provide the real-life immersion required for our brains to learn faster.

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Where to get started: If you want the most effective way to learn a language, learning from real-life interactions is the best way to do it. There are great websites like Rype, which offers Spanish coaching for busy people, solving the issue of lack of time and bringing real-life immersion to your screen. With Rype, you can book as many lessons as you want, at any time of the day, any day of the week, allowing you to fit it into your schedule, no matter how busy you are.

4. Accounting

If you’re looking to get into business, accounting is one of the core fundamentals you’ll need to succeed. While you don’t need to be an expert, you definitely should understand the basics.

This skill can also be used to manage your personal finances, to meet your financial goals, and having more control over your life.

Where to get started learning: If you didn’t learn accounting in school, no worries. You can either teach yourself using books, or check out free accounting courses online.

5. Microsoft Excel

Most people reading this probably have a basic understanding of Microsoft Excel Spreadsheet. While this is a good start, there are so many powerful functionalities that are hidden, which could make your life a lot easier.

Excel is also a great asset to have whenever you’re looking for a job, as many corporations rely on Excel to organize and manage multiple parts of the business.

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Where to get started learning: With the popularity of Excel, you can find tons of free resources and videos online to learn. Check out Excel Exposure, Lynda, and Excel with Business.

6. Blogging/Vlogging

Blogging is a powerful tool if you want to spread your ideas, build your brand, or grow your business. Since it was introduced, blogging has taken on a life of its own, and today there are ~2M blog posts being written on a daily basis.

Where to get started learning: Anyone can start blogging today. All you need is a content-management system like WordPress, which is completely free. Personally, I think the best way to start learning how to blog is to just start writing. There are techniques you can learn on how to promote your blog, but the best way to grow your blog is to write great content.

7. Weight training

Yes, weight training is a skill. It’s not as advanced as learning how to code, nor will it take as long as learning a new language, if you just want to learn the basics.

We’re not promising that you’ll get a body like Arnold Schwarzenegger, but you will see much faster results for whatever goal you have, just by understanding how to workout properly. And of course, when you’re dealing with an activity that involves physical strain, you’ll always want to caution yourself.

Where to get started learning: There are amazing body builders that are sharing all of their secrets for free on Youtube. You can check out Bodybuilding.com’s Youtube channel to get started.

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8. Photo and video editing

In the digital world that we live in, from Youtube, Instagram, and Facebook, there is no avoiding photos and videos. In fact, social media has increasingly gone away from text sharing and almost everything to photo and video editing.

Where to get started learning: For photo editing, you can use Photoshop. For video editing, you can use iMovie or Final Cut Pro. Keep in mind, there are dozens of editing software tools for video and photo editing, but what’s more important are your editing skills, not the tool itself.

Check out education websites like CreativeLIVE or Skillshare, where you can learn from experts themselves on how to best use design and software tools.

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