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Psychology is a Profitable Tool

You've probably heard this before, but brushed it off as another sales gimmick. However, I suggest that you reconsider, since using the latest and most successful psychological techniques in your sales presentations will pay big dividends for you!

What do successful sales people do that most of us don't do? They never stop searching for new and better ways to make a successful sales presentation. They are never satisfied regardless of how successful they may be! One of the more successful and better known techniques is "Framing". Framing is based on the fact that people tend to associate words with images. For example, if someone says the word "car" the average person pictures a car in its entirety; the wheels, color, curves and lines and body style; the whole car!

To use this technique in your sales presentation (some might use the word "pitch", but applying the framing technique to this word conjures up the image of a "con-man"!! which is negative) you must select your words carefully in order to evoke the correct image you are trying to convey.

For example, never use words like "expensive" or "not good." These words create the wrong image in the framing technique, and send the wrong signal to the person! If you frame an issue "...the reason I am showing you this policy is because the alternative is more expensive", you just sabotaged yourself because now the prospect has you associated with "expensive." Like the car example, the person only sees the entire image!

What's the lesson to be learned? Always select your words carefully such as "affordable", "trust", "security". Now your client automatically and subconsciously associates you with this "frame of reference" which is positive and supportive of your presentation! The close becomes much easier. Try it, you'll be surprised too!

With Regards,

Dorin Adika

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