Street Smart Influence - Jon Berghoff - Without This, People Don’t Buy

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Without This, People Don’t Buy

By Jon Berghoff on September 8th, 2010

Communicate Without this, nobody will buy (product or idea) from you…

A poor communicator will start with this question: What should I say so that they buy into my (idea / opportunity / vision / product)?

A good communicator will start with this question: Before I think about what should I say, I will ask: what are the reasons my audience will buy into my (idea / opportunity / vision / product)?

A masterful communicator will start with this question: Before I think about the reasons my audience will buy into my idea, I will ask: what is my audience currently feeling, thinking or experiencing, and how can I acknowledge their feelings, thoughts, experiences in a way that proves I understand them?

After all, we can’t worry about “why people buy” until we figure out “why they will listen” in the first place.

Remember, people don’t “buy” because they understand what you are selling; they “buy” because they feel understood. So, start by proving that you understand.

What to do now: Share your best tips on masterful communication with us! Post your thoughts below in the comment section.

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Dave Moreno

What happens when someone expects your product for free?....I work in the nightlife industry and a majority of our customers feel they deserve a complimentary admission simply because our product of an admission charge is intangible...How can, I, as a Doorman- help my customers understand that , this is our business?
Aaron Ludin

The biggest key is to TURN OFF YOUR BRAIN and turn ON your ears, so that you REALLY listen
Nelson Ferreras

Excellent,I've just started at Toast Masters and this is great advice. Thanks a lot.
Jonathan Dymond

True wisdom, the feeling of being understood is the key to trust. If they trust you, they believe what you say, and if you ask for the sale, they buy. But don't abuse this power! Use it only for good, not evil. Don't brainwash yourself to believe your product is what they need, use your conscious, and find something you believe in.

Thanks John, you always deliver.
Peter

On that line of trying to understand others and get in their world, I thought I would share my favorite way I like to start. Whether I am meeting someone for the 1st/2nd or 54th time, in the second following when I first make eye-contact with this person, I smile. When a person attributes their attention to you as the cue that causes you to smile, it works magic within them. I only seriously started doing this in the past 2 months, and I have found no behavioral cue to work better to set the right tone when seeing friends, meeting someone for the first time (bookstore, coffee-shop, seminar, or fancy event), or even walking by someone on the street.
jonberghoff

Peter, this is exceptional. I'm grateful for your insight!
Isaac

I'll be implementing this tonight at my team meeting. After reading, I'm excited to talk sexy about where the organization is heading and what we're going to accomplish. Thanks Jon
Matt R.

Love it Jon!
jonberghoff

Thanks Matty! Enjoyed our run this week, let's hit the trail again real soon!