Thursday, December 4, 2008

"Peope" aren't buying

"People" is a mostly useless throw away word, like "they." 

We're not selling to homogeneous "people," we're selling to distinct "individuals" who each have different reasons for buying your ideas.

You will enjoy greater success in getting your ideas accepted (aka "closing a sale") if you speak to each individual's reasons for buying instead of blundering through a canned presentation.

A great example of speaking to an individual's reasons for buying is the "devil's advocate." You have worked with this individual in the past, the one who seeks to poke a hole in every idea no matter how solid the idea may be.

A friend told me recently about how he dealt with a devil's advocate on a team he led; he let the devil's advocate play their role. Every time his team came up with an idea, he asked the devil's advocate to poke a hole in it. Eventually, the devil's advocate couldn't poke any more holes in their team's idea so they bought in. 

Next time you're pitching, make it your goal to understand why each person would buy your idea, you'll be surprised at your success in getting your ideas accepted.

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