The so called "Law of Attraction" has been much talked about in the last few years. But my sense is that it's becoming less trendy to talk about lately. Perhaps it's becoming a bit passe (he says, not intending to offend the Law of Attraction fans out there).
If I'm right, then I'd like to propose a new law that we should embrace: The Law of Distraction.
Prospects are distracted. Especially the consumer shoppers that are the focus of my client companies. The default state of most consumer prospects is that of distraction: They're always in a hurry to get somewhere; They have conflicting requests for their time and energy and attention; They have too much to do in too little time; They're concerned about finances and the economy. They can't focus. They are challenged by making decisions and giving sufficient mental energy to those decisions.
How can a B2C salesperson use the Law of Distraction to his advantage?
1. Accept it.
Assume you will have less time with your prospects now than you did a few years ago. Assume they'll be frazzled. Assume they'll be conflicted. Engineer a sales strategy that accepts these realities but yet allows you to deal with them successfully.
2. Engage your prospect.
The enemy of distraction is customer engagement. Create new ways to engage your customers. Use surveys, polls, videos, displays (retail), and most of all, improved questioning skills. Get them involved in the buying process more effectively than ever before.
3. Buy time.
If you sell in a retail venue, find ways to keep your prospects in the stores. Promotions, kids play areas, novelties, entertainment, refreshments, and anything that will keep distracted prospects in your store longer might be a plus. If you sell on the phone, offer an incentive for talking with you. If you sell in customers' homes, create an incentive for listening to your entire presentation.
4. Simplify the buying process.
Get out your paring knife and see what can be discarded that's currently a part of your selling process. Keep only the elements that help you sell. Say 20% fewer words (contrary to what some believe, fewer words are often more engaging than more words). Skip the hollow verbiage, the wasted words, the trite salesisms.
5. Get back to sales basics.
There are no magic wands in selling, but there are magical sales skills that work time and time again. Brush up on all the elements of selling because great sales skills work even for distracted customers.
6. Be less distracted.
The more distracted your prospects, the less distracted you must be if you want to overcome the law of distraction.
If you like this post (or don't) please leave a comment. Skip Anderson is the Founder and President of Selling to Consumers Sales Training.
He works with companies and individuals who sell to consumers in
B2C, retail, in-home selling, and the financial, real estate, and insurance
markets.
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