Myth #1: Friends Buy from Friends
Some sales trainers say, “You just have to go out and make more friends.” Well, I’ve got news for you, making new friends is not easy. It is inefficient and, frankly, you can only manage a finite number of friends in your life. Though it is true that your friends can and will help you get what you want, the vast majority of people you deal with in business will not, and never will be, your friends. If you want to succeed in business, you have to get the people who are not your friends to buy from you, too.
Myth #2: People Buy from People They Like
Being likable is critical if you want People to Buy You, but it is not enough. There is much more to the equation. This is what People Buy You is all about. People Buy You helps you get deeper than likability and opens up the door to connecting with and engaging others to uncover and solve problems, build trust, and anchor long-term relationships. It is not about selling or convincing, it is about connecting and solving. Here’s a better statement: people don’t buy from people they don’t like.
Myth #3: You Have to Sell Yourself
Sales expert and bestselling author Jeffrey Gitomer teaches a simple philosophy, “People love to buy but they hate to be sold.” In other words, most people prefer to buy on their terms. They do not want or appreciate a hard pitch or a features dump. Yet daily salespeople across the globe, either on the phone or in person, sell to their customers by dumping data, pushing their position, or simply trying to talk their way into a sale.
The Five Levers of People Buy You
The term lever because a lever is a simple tool that has the potential to produce tremendous force and move large objects. The five levers of People Buy You work together to help you move others to action by tapping into motivations that are driven by human emotion.
#1 Be Likable
Likability is the gateway to connections and ultimately to relationships. If others don’t find you likable, then it is virtually impossible to form profitable business relationships. If you are not likable, people will not buy you or from you. Likability is responsible for first impressions because it happens in an instant, and it is responsible for ongoing impressions because it can be lost in an instant. When people find you likable, the door opens to emotional connections, to trust, and ultimately to business relationships that help you build a successful career and income.
Are You Likable?
Are you consistently smiling, cheerful, and polite? How about manners? Do people perceive you as enthusiastic, optimistic, confident, and authentic?
Likability leads to connecting. Most sales texts and training programs describe this process as building rapport. Unfortunately, rapport as an action has become a box most salespeople simply check off as a step in the sales process. Unlike “Building Rapport” which can be manipulative and uncomfortable, connecting tears down walls that tend to get in the way of real communication and understanding. When people feel connected with you they feel more comfortable telling you their real problems. With this information in hand, you have the opportunity to solve problems that really matter. This provides real value and engenders true loyalty. Strong connections are hard to break and are the foundation of truly prosperous, long-term business relationships.
Do You Connect?
Do people like being around you because you make them feel important? Do you take a genuine interest in others? Do you give others your complete attention and listen deeply? Do people feel that you listen to them?
#3 Solve Problems
One of the immutable laws of the universe is that when you give to others, you are rewarded tenfold. Problem solvers are the champions of the business world. However, it is impossible to solve problems you do not know about, which is why connecting is so critical. The essence of business is one person solving another person’s problem. A solved problem is the value that buyers pay for. It is the most important lever in the People Buy You philosophy. The most successful business people take problem solving to the next level. These individuals are constantly on the lookout for problems they can solve—even if it has no direct impact on their business. They live by the motto, “By helping others get what they want, I will get what I want.”
Are You a Problem Solver?
Do you deliver value first by consistently focusing on and solving others’ problems? Do you solve problems even if there is nothing in it for you? Are your customers loyal to you because you consistently solve their problems? Do people feel that you genuinely want to help them get what they want, not because it is in your best interest, but because it is in their best interest?
Trust is the glue that holds relationships together and the foundation on which all long-term relationships rest. Trust is developed with tangible evidence that you do what you say you will do, that you keep promises, and that you maintain a consistent commitment to excellence. It means going the extra mile in everything you do. In a world in which most people are doing just enough to get by, those business professionals who consistently do more than they have to will stand out. Buyers appreciate and reward this commitment to excellence with repeat business, referrals, and ultimately with trust.
Are You Trustworthy?
Do you do what you say you will do? Can people count on you? Do you freely admit when you are wrong or have made mistakes, and do you apologize? Do others feel that you keep your promises?
#5 Create Positive Emotional Experiences
Just as an anchor is used to hold a ship in place against currents, wind, tide, and storm, positive emotional experiences do the same for relationships. Positive emotional experiences anchor your relationships. They leave people wanting more of you. When you create positive emotional experiences for others, you take advantage of the law of reciprocity that opens the door for others to create positive emotional experiences for you, further anchoring and building relationships that will reward you for years to come.
Do You Create Positive Emotional Experiences?
Do you make the time and take the effort to make others feel good? Do you constantly think about how you can bring joy to the lives of your clients, prospects, managers, and peers? Do people look forward to seeing you? Do others feel anchored to you?