Sophisticated buyers play it cool...

And so do sophisticated salespeople. 

I remember when I was about 7, my parents were buying a new car. 

I'll never forget my Mum's general excitement when we were looking at a black Ford Escort, all mod cons, she was practically jumping up and down...much to my Dad's dismay. 

He nudged her as if to say - 'Quiet woman...leave this to me.'

He then went through a list of reasons the car was overpriced & what he didn't like about it. 

The salesman was left justifying, explaining & trying to overcome my Dad's objections. 

He was in full on 'sell' mode.

My Dad ended up getting a £1,000 discount - a lot of money back in the 80s. 

On the way home I asked him why he bought it, given the list of things he didn't like about it. 

Pleased as punch, he said -

"That's how you get a deal - I love it and would've paid full price. Consider that a masterclass in negotiation."

I looked on in admiration at my Dad, the canny wee Scot.

Most switched on buyers play out this exact same ritual.

And sellers need to do the same.

But hardly any do. 

I was never advised by any sales leader or manager in my career to play it cool. 

Quite the opposite in fact. 

i.e. 'If there's any glint of interest, you'd better jump all over them.'

If the car salesman had held his own, played it cool & hinted there was a long line of interested parties, he'd have sold at a higher price.

But he did what most salespeople do & sniffing the potential commission, he jumped all over my Dad, justifying, firefighting & then dropping his pants.

In short, he let his emotions dictate the direction of the sale.

- Excitement

- Desperation

- Neediness 

These are the types of emotions salespeople need to avoid at all costs.

Play it cool. 

Manage your emotions.

And stand your ground.

That's how you become a professional.

By doing so, you'll stand head & shoulders above the rest.

#sales #buyer #emotion