When we agree to an idea or proposal, it’s because there’s something in it for us. It’s hard to influence people who can’t see what’s in it for them. Sounds one-sided, but it is true. Call it self-interest, selfishness or whatever. It is only human nature to ask, ‘What am I getting from this?’

People will say yes to your ideas if they meet their needs or match their view of life in the following areas:

• Principles and values

• Beliefs and opinions

• Needs and wants

So Give People What They Want & Need

People agree to ideas and suggestions that match their needs or views of life. Underpinning all our lives are certain principles and values that we hold to be true. These become guidance for how we conduct our lives. They influence and mould our behaviour. They can differ greatly from person to person and successful influencers always take principles and values into account.

But how?

• Notice what principles and values drive other people

• Ask questions and invite comment and reaction

• Check with those who know them well

Some examples of principles:

‘Integrity and fairness are an integral part of business dealings.’

‘I think that older people deserve courtesy and consideration.’

‘Moral behaviour is part of the fabric of daily life.’

It would be unproductive to spend time attempting to dislodge these deep-seated principles. Instead, harness them to add leverage to your suggestions

Beliefs & Opinions

Beliefs and opinions can be transient or short-term. Remember when you used to believe in Father Christmas, the Tooth Fairy, giants and witches? Proof can easily dislodge a belief. So too can time.

An early step on the road to influencing others may include having to change lingering beliefs or convictions before you can proceed further.

‘I think that BubbleClean washing machines break down more often than the Tumblingsystem range.’

‘I think that all politicians are corrupt.’

‘I never make decisions on the 13th.’

Each of these beliefs can be dealt with by logical questioning or providing proof or data.

Needs & Necessities

These are fundamental requirements – they have to be met if you are to influence others. Typical needs include: reliability, security, achieving a deadline, meeting a budget, keeping up to date.

‘Because of increasing competition, it is essential that we maintain an image and at the same time keep up to date.’

‘My team members are under great pressure, so it important to maintain their morale.’

‘The system must not only be reliable but secure, as well.’

Having uncovered needs, you may have to mould or reshape your ideas to dovetail with the requirements of others. Often, people have a hierarchy of needs, so it may be important to discover and use this:

‘Which is most important to you – reliability or security?’

Wants & Wishes

Wants and wishes are not essentials, just a wish list: ‘Wouldn’t it be lovely … if only’. But their fulfilment can be the cherry on your influencing trifle, placed on top with a flourish, after the other person has agreed to your proposal.

Depends What’s On Offer

Question: How will your suggestions benefit the other person?

The person or people you are influencing will interpret the benefits of your suggestions in different ways. Some will be interested in the features – the fine details, the nitty gritty of ideas. Others will say ‘How will I benefit?’  Others will seek out the advantages of proposals – how the benefits are different.

Features, Benefits & Advantages

No doubt you are familiar with the differences between features, benefits and advantages, but it is worth re-iterating.

Features

These are built-in aspects of your idea or suggestion – timing, costs, resources etc. They will remain locked up in your idea whether the other person agrees or not.

Benefits

These are far more important than the features of your proposal. They translate boring old features into exciting statements which show clearly how others will gain.

‘This new hardware is made in Germany (feature) which means that we will save time and money on spare parts (benefit).’

Advantages

These are comparative benefits e.g. – increased revenue, greater savings, and faster turn-around.

In Summary: The Benefit Balance Sheet
      
Most people do not agree whole-heartedly to an idea. There is usually something that niggles, however well you’ve addressed their concerns.

In the end, when we finally say yes to a proposal, it is because the benefits outweigh any disadvantages.

As you plan and prepare your influencing case, list all the benefits and advantages of your suggestions. Use them to tip the balance in favour of yes.

Today’s News: OK, it’s time for me to update you on our various TSE projects – please make sure you are belted in!

Here is the timetable for April: 

First up in April is the inaugral TSE Roundtable- “The Future Of Professional Selling” featuring five of the world’s leading sales experts: Jill Konrath, Linda Richardson, Dave Stein, Nigel Edelshain, and me.

This an event you really should not miss out on – simply click on the banner below for full details and to book your place.

On April 16th, we launch the TSE Webinar Series, and I know that you are going to be very impressed with the line-up of almost FIFTY top sales gurus, who will be delivering top class presentations – simply click on the banner below to see the full schedule.

On April 21st, we launch “Sales Hardtalk” a daily dose of hard hitting advice, commentary and sales tips – easily downloadable and in bite size chunks, not to be missed.

Finally, at the end of April, the Top Sales Experts team will be launching their latest Ebook, packed with contributions from all of us – more details soon.

Phew!! But if you thought that was exciting, just wait until you hear what we are planning over at The JF Consultancy - more on Monday!

Tomorrow: Well, I am still in the UK, and the weather is extremely “Spring-like” – I am feeling as relaxed as an incredibly relaxed person, who has decided to relax!

Have a great weekend and be sure to make it back next week – JF

The JF Guest Author Spot

Jill Konrath

Right now, the economy has lots of people running scared. Many sellers are under extreme pressure to bring in more business and close faster. Recently someone wrote to me, concerned with the pressure being exerted on him to do “whatever it takes” to get the deal.

As far as I’m concerned, that’s a set up for disaster – and here’s why …

When I started my sales career at Xerox, it was clear that poor performance was unacceptable. Each month, the regional offices would post stack rankings of all the reps showing their monthly numbers as well as their year-to-date results.

Being at the bottom of those stack rankings was not only humiliating, but also meant that you’d likely be out looking for a job before too long. Being and staying on the top was something we all aspired to. The accolades, the money and prestige were enormous – and hugely seductive.

Why am I sharing this? Because sellers at either end of those stack rankings (including me at the time), were likely to “cheat” a little in order to improve their positions. Behaviors I saw exhibited included:

• Misrepresenting product/service capabilities, mostly through “omission.”
• Selling in other people’s territories.
• Casting unfair aspersions on competitive offerings or even their co-workers.
• Giving away gifts under the table to sweeten the deal.

So what’s the big deal? Each of these non-ethical behaviors (and the host of others that I haven’t mentioned) can have serious ramifications.

It eats away at your personal integrity. If you’re willing to do one little “cheating” behavior, the next one is easier. Over time, you’ll have “sold your soul” in order to get the order.

Once your colleagues discover your willingness to bend the rules to get ahead, this impacts how much they feel they can trust you. Professionally, you’ll find yourself becoming more isolated, as they avoid sharing what’s really happening.

Upon sensing or actually uncovering your self-serving behaviors, prospects may refuse to do business with you entirely. Or, they’ll get rid of you as a vendor as soon as humanly possible. You’ll actually lose work in the long run.

Your reputation as an unethical person or business will spread. Even in major metropolitan areas, the news gets around via negative “word of mouth.” From what I’ve read, the average unhappy customer tells a whole lot of their friends.

With the growth of social media, unhappy customers are more than willing to share the entirety of their conversations and interactions with you. They’ll post this information on line for the world to see. If a prospect “googles” your company, they’ll get a chance to read all about it.

If you’re tempted to be even the slightest bit unethical, don’t do it. Instead, do what’s right. You can live with yourself much better. And, it’s good for business.

Jill Konrath, author of Selling to Big Companies and founder of the Sales Shebang, is a frequent speaker at national sales meetings and industry events.

For more articles like this, visit http://www.SellingtoBigCompanies.com.

Sign up for the newsletter and get a BONUS Sales Call Planning Guide.

Buy Jill’s book, Selling to Big Companies at Amazon. Visit the community for Women Who Sell at http://www.salesshebang.com.

Today’s News: It would appear that April 1st passed by largely unnoticed by my peer group, although Dave Stein created a superb post which you can catch here

Over at Salesopedia, Clayton is in conversation with Anne Miller and you can listen to the entire interview by clicking on the banner below.

Emerging salespeople typically believe that all business is good business and to an extent, I can understand this viewpoint. If you are trying to make a name for yourself, being put under pressure by your sales manager to get “runs on the board” and earn the respect of the more experienced and successful members of the team, it is difficult to walk away from any opportunity if you believe you have the remotest chance of winning it.

However, it is essential that more seasoned professionals fully understand both the value and importance of rigorous objective qualification, not just at the front end but right the way through the sales cycle.

Here then are some thoughts on why I believe rigorous opportunity assessment is so important at the front end. This week’s FREE Ebook for you.

Today’s News: During a series of conversations with some members of The Top Sales Experts team in January, we decided that we would do something very special for charity at Christmas this year.

To my surprise, several of the more mature female members were insistent that we should take our inspiration from the Calendar Girls, and do something quite risque. A few of the guys were less keen, but I finally persuaded them and so we began the photo-shoot in February. I thought you might like to see how we have been getting on?

Simply click on the banner below – and have a nice day y’all!

Tomorrow: