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Manipulation is good
By Daniel Wadleigh
Marketing Consultant
Whenever two or more people converse,
they usually don't agree on all points
discussed because people typically have
different perspectives and endeavor to
convince others of the advantages of their way of seeing
things. This can be called convincing others of something
new or helping them find a better way of considering
what is possible. This is a normal, necessary process if you
want worthwhile exchanges of ideas among individuals.
As ISOs and merchant level salespeople, when you are
talking up the advantages of your product or services,
you are trying to guide your prospective customers'
thinking toward what you offer. This guiding is a type of
manipulation, and there are two different ways of going
about it.
Two halves of a whole
First is the scientifically accurate method of using facts
in an understandable, step-by-step way that leads to a
rational conclusion. The best technical minds are good at
creating an "irrefutable" argument. Technical writers are
taught how to do this, and they are usually literate, experienced
and intelligent.
Second, and more important than the logical approach,
is the inclusion of emotional elements. Marketing professionals
are usually aware of this approach. They focus on
benefits, which can be spoken of in terms of protection,
a beneficial increase or emotional comfort. For example,
"Protect your business with our anti-fraud software" or
"Save yourself time, grief or money with our unique billing
service."
I once sold ground source heat pumps in the Washington,
D.C., area. I had all the rational arguments and credibility
issues covered, but I wasn't making sales even though the
product created a positive cash flow. I consulted my sales
manager, and his response was, "Is the wife the problem?"
I knew that was not a lucky guess. He said my presentation
needed to emphasize subjective benefits like health,
comfort and protection, and knowledge of these must
reach the people most concerned about them.
I spent two days filling in the void in my presentation
and then sold three $15,000 packages in one day. I'm not
trying to impress you with my selling skills; I'm trying
to emphasize that this principal works. Another guy
replaced me in that sales job, and he was also successful.
It takes equal parts of both elements to run a maximally
successful sales effort. This principal also applies to
e-mails, handouts and radio ads.
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Education (continued)
As ISOs and merchant level
salespeople, when you are
talking up the advantages
of your product or ser vices,
you are tr ying to guide
your prospective customers'
thinking toward what you
offer. This guiding is a type
of manipulation, and there
are two different ways of
going about it.
It is important to be affecting a prospect's emotional
nature as well as his or her rational nature. People buy
what they want (desire) from people with whom they
want to do business (like). So, your job is to have not only
a rational approach to interest people in buying your
product, but also to communicate the "warm fuzzies" of
both you and your product or service to soothe potential
customers' senses.
Customers' desires
The hard-sell closers incorporate both of these approaches
with ease, but you don't have to be a hard-sell closer to
get results with this formula. You do not need to stay in
control of the process at all times.
The best way to proceed is to ask prospects to tell you
what they want and identify what is most important
to them. This allows you to tailor your presentation to
address what they want to hear. This is not deceptive
or negative. It is necessary to gather information about
merchants' priorities to determine how your offerings
can satisfy their needs and how you can best convey the
strengths or exclusives of your products and services.
So, think about how to lead your prospects to a full understanding
of what you are offering and a good feeling
about doing business with you.
Most people don't know that the reason for singing in
church before the sermon is because it reduces fears, creates
a communal experience and prepares people to better
receive the intelligent or emotional message at the heart
of the service. If that isn't manipulation, what is? It's not a
bad thing when used appropriately.
Daniel W adleigh is a veteran marketing consultant in the payments
industry. He offers an educational program that is available
on a PowerPoint presentation and designed to help ISOs elevate
themselves above the competition. For more information, please
call him at 512-803-0956.