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Des Hunt. How To Sell The Way Your Customer Buys
The First Law of Human Nature
People are Happiness-Seeking Creatures
People are Not Logical
We Make the Facts Fit Our Feelings
1. I want to live forever
2. I want to be healthy
3. The sex drive
4. I want life to be easy
5. I want to be like you
6. I want to get something for nothing
7. I don’t want to worry about losing something
8. I worry about what I don’t know
9. I want to have security
10. I want to be loved and belong
11. I want to feel important
12. I want to feel attractive
13. I want to be in control
14. I want to possess things
15. I want recreation and relaxation
16. If it’s scarce, I want it more
17. I don’t want to feel obligated
18. I take notice of what the experts say
19. I fear anything threatening
20. I want to believe in a higher power
To sum up this chapter
1. The security of predictability
2. Love, friendship and belonging
3. Recognition, praise and applause
4. Control, authority and power
Communication styles
Driving wants What I really love
Absolute turn-offs What I really hate
The Peacock at a glance
The Peacock at a glance
The Dove at a glance
The Dove at a glance
The Eagle at a glance
The Eagle at a glance
The Owl at a glance
The Owl at a glance
The Peacock
The Dove
The Eagle
The Owl
How to pick the styles in a nutshell
How to pick the styles by their work spaces
The Peacock’s space
The Dove’s space
The Eagle’s space
The Owl’s space
A guide to picking the styles
Eight out of ten ain’t bad
Combinations of the styles
A guide to your own style
How I see myself
How I see myself
How others see me
How others see me
Law 1: Always sell based on the customer’s reasons, not your own
Law 2: Your first job is to get people to like you
Law 3: Adapt quickly to your customer’s style
Law 4: Find out what your customer is buying, then sell it back to them
Law 5: Always ask at least six questions before making your first statement
Law 6: Always use the customer’s words
Law 7: Sell the way your customer buys
1. Ask questions
2. Listen well
3. Assess the problem
4. Diagnose the problem
5. Write the prescription
Some of the best questions you can ask
1. What do you want it to do for you?
2. What else do you want it to do for you?
3. Can you tell me more?
4. I’m not sure I get your meaning. Can you say that in another way
5. I’m sorry, can you run that past me again? I don’t think I’m with you
6. What makes you say that?
To wrap up
Meet the Peacock again
Selling to the Peacock
Meet the Dove again
Selling to the Dove
Meet the Eagle again
Selling to the Eagle
Meet the Owl again
Selling to the Owl
The Winner’s Edge
Results are all that count
