The Selling Theories that I learn from Anthony Robbins
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This is another post about something that I learn.
Yesterday, I listened to an audio course, The Power to Influence from world famous success coach, Anthony Robbins. This is an audio course that consists of 6 CDs which talk about the selling techniques and theories that will boost your sales. I managed to finish the first section of the course. There are 2 sections in first CD. I don’t want to finish the first CD one shot as I want to apply the “share after learn” skill from Brian Tracy.
I can see that Anthony Robbins did a great job in this course as he is an expert in human behavior and thinking. So he will use the same theories and apply them in the selling process which will make people buy. The theory is really different from other selling education material because he is showing us how to attack the emotion part of the customers.
Selling skills are very important if you want to start your own business or dream to be a successful entrepreneur. This is why this kind of selling course s is very important for us to learn the basic knowledge about how people buy and why people not buy.
Sell “Wants” instead of “Needs”
In the first 30 minutes, Anthony Robbins concentrates on the discussion about the selling technique – Sell What People Want and Not What People Need.
Buying is an emotional process. In most cases, we buy something that we want at that particular moment instead of sitting down and think whether it is something that we need. If every one of us thinks rationally before we buy, there would not have so many people fall into deep consumer debts. So this is the biggest prove that we all usually buy something emotionally.
Leverage the Pain and Pleasure of Your Customers to Sell Your Products
If you want to sell something to a customer, then you must tackle the customer’s emotion so that you can make him/her feel some kind of “want” over your products. This process is what Anthony Robbins calls Persuasion. Persuasion is a process of getting your customer to clearly associate their feeling to your products.
So how we can persuade and control a customer’s emotion? The answer is Leverage on your customer’s pain and pleasure.
Anthony Robbins believes that all our human behaviors, actions, habits or mindset are built in order to avoid pain and gain pleasure. We do everything for reasons and so as the buying process. So as a salesman, our job is make the customers feel pain if not buying now and gain unlimited pleasure by owning our products. In fact, we must concentrate more on pain because human will do more to avoid pain rather than gain pleasure. That’s mean in some cases, people will give up their pleasure in order to avoid pain. So we must concentrate more on pain. Maybe you can make your customers feel losing if not buying now or you can show him how he/she will be alone and hurt if they don’t buy your product. This is the skill.
Tips on How to Make People Buy
A customer will not buy your products if he/she associates too much pain on buying instead of not buying. Below is a list of tips that you can use to make people buy which I extracted from the course:
- Ask questions to collect information. First, we use the most basic skill - ask and listen. We must understand and know what our customers are thinking. So prepare a list of questions that will help you to get the relevant information that you need to make the sales.
- Knowing the pain and pleasure. Now you have the correct information. What you have to do next is know the real pain and pleasure that you can associate to your customers’ feeling that they must buy now.
- Give the reasons why they must buy. Give the reasons why they must buy now if not they will regret, pain, alone, hurt and etc. Just show them how painful it is if they don’t buy your products. The reasons you give must be the customers own reason and not those common reasons that we can think about. This is because different people have different kind of pain. So you must find the right reasons and attack them.
- Be professional and sell consequences. Please don’t talk so much on your products and how good it is. Instead pay more attention on your customers and sell the consequences. You are a professional in your products, you job is showing your customers what is the consequences that they will have by owning your products. Of course, you must again link up the consequences with pain and pressure.
Conclusion
That’s all for what I learn from the first 30 minutes of the course. Actually there are a lot of explanations and examples in the course which I think will help you understand the theories better. You can click here to find out more.
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3 Responses to “The Selling Theories that I learn from Anthony Robbins”
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Very nice post Harrison, Anthony Roberts sure knows how to sell and persuade…
I love your post! I’ve not been reading your post for 2 months. Your post became more amazing and attractive.
It’s very important to sell what people want and not what people needs. I just spoke to my nutritionist friend today. She is setting up a blog.
I was guiding her a bit and I ask her “What your customer target want?” She say “health” I answer her “Wrong! they need to be healthy but they don’t WANT to be healthy!”
I told her the answer “they want to get rid their symptoms and they don’t want to be healthy. They still love to get drunk and eat junk food.” She suddenly understand why she was struggling on selling.
I’m glad for her and glad that you post this on your blog too. Thanks!
Great post!
Alex Liu
Thanks for coming back here, Alex