#447. Winning with the Science of Selling. With David Hoffeld.
David Hoffeld, sales trainer, Founder of Hoffeld Group.com, and author of the new bestselling book, The Science of Selling, joins me on this episode of #Accelerate!
[1:34] David started in sales by answering a newspaper ad, “No experience necessary. Make $100K your first year!” That sounded perfect! After two months, he saw nobody there was making $100K, but he went to a different company, and did it!
[4:10] David’s book is based on over 1,000 studies that reveal how our brains make choices. David had researched this for 10 years, after reading in a social psychology academic journal an article that inspired some effective sales behaviors.
[5:41] The Science of Selling is about how the human brain processes information to make decisions. Science shows how brains perceive, so we can align sales with buying decisions.
[8:28] Science discloses reality. If you don’t know the principles of the science of decision making, you can unknowingly work against the sale. Everyone can get better results through understanding the principles.
[13:19] Perceptions are sticky, and lead to confirmation bias. Know how perceptions are formed, and get on the prospect’s good side. Little things can make a profound impact. Smile. It makes you seem more competent, and you also feel good.
[16:00] The science shows that having a few minutes of small talk before a sales call or a negotiation significantly increases the likelihood of a positive outcome. David changed his approach once he learned this, and he improved his results.
[17:38] Besides buying from people they know, like, and trust, people like to buy from people that like them. One of the top ways to build rapport is to show other people you like them.
[19:04] A positive emotional state influences perception. Talk about topics that are packed with positive emotions. Look at the prospect’s Facebook or LinkedIn profile to see positive current events in their lives.
[20:41] Ask people how they are feeling, and listen. They will usually say, fine or good, and they will see you as a friend.
[24:58] Even on the phone, be very mindful of where you look. What you see directs what you think. The prospect on the line can tell when your attention lapses.
[26:50] Balance your extraversion and introversion. Ambiverts combine the best qualities of both to outperform extroverts by a factor of 2:1. Don’t look for extroverts when hiring for sales.
[30:19] What about manipulation? David explains. Influence is leadership. Maintain an intention of service and your integrity. Sell people honestly what they value and need.