The cocktail table was the invention of a modest fellow and his girl-friend. Its design was simple. A tray was fastened to two chrome fenders of a vintage motorcycle. It had no other charm; no drawers, no additional hardware or decorations. Its appeal rested solely on the aqua-blue tire guards that served as its base. The couple had spent less than $40 acquiring these parts at a flea market a few days before.
A young man approached the table curious to examine it. He was definitely interested. Given the environment – a flea market – protocol dictated that the buyer and seller should engage in a negotiation before settling on an exchange. So the prospect inquired about its price. Instead of stating a concrete number, the seller responded in a flustered way, “I don’t know. What will you pay for it?” It appeared that he would let it go for any reasonable offer.
Immediately the moderator of the TV show stepped into the picture and told the potential buyer how this was a one-of-a-kind table; that he’d never see vintage motorcycle fenders used in this way; that owning it would be a unique experience worth a lot of money, 2 bills or more. The buyer got excited and a deal was struck with the seller for a fat sum.
Later in the show, the net profit from each team was calculated and only $15 separated the two totals. Our modest couple took the grand prize. But did they actually win? Had the moderator not extolled the value of the table in a language that the buyer understood, they would have settled on a lesser figure or perhaps not even effected a sale at all. Because the moderator identified and matched the buyer’s personality style, she was instrumental in their success. Closing more sales hinges on using the right words to capture the buyer’s attention.
About Dr. Nancy Zare
A psychologist and retired professor, Dr. Nancy Zare has dedicated her life to helping people communicate more effectively. From her experience in both business to business and business to consumer sales, Nancy founded Rapport Builderz in 2012. It provides training, coaching, and consultation for selling professional services. She originated the AlikeAbility™ System to teach people how to read personality styles, build better relationships, and generate more business.
Understanding that many entrepreneurs and independent salespeople put off doing marketing activities consistently, Nancy now offers membership to the Sales Wiz Club. It provides daily coaching, structure, support, and accountability online. It’s an affordable way to keep on track and build daily success habits.
Contact Nancy for your complimentary AlikeAbility™ Assessment so you can determine your selling style, optimize its strengths and downplay any limitations.