How "Theory of Mind" Drives Effective Selling - Deepstash

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RICHARDSON

How "Theory of Mind" Drives Effective Selling

How "Theory of Mind" Drives Effective Selling

richardson.com

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ROBERT SEYFARTH

Thoughts are hidden; we don’t see them. The only way we can imagine that thoughts are there and that they cause behavior is if we have a theory.

Outward conversations express only part of what the stakeholders discuss behind closed doors. Effective sales professionals seek inclusion in these conversations. They do so by becoming an active participant in the problem-solving process.

They focus less on product features and more on und...

Theory of mind reminds us that others can suffer from misperceptions.

Sales professionals must be aware of differing perceptions. Customers are performing more solution research independent of the sales professional.

As a result, it’s easy for the customer to develop a false understan...

Value is subjective. What matters to one customer will be irrelevant to another. To provide relevant value, sales professionals need a clear understanding of the customer’s goals. These goals fit into one of three categories: make money, save money, or reduce risk.

The sa...

  • Sales professionals must remember that their information and beliefs differ from those of the customer.
  • They must take the next step of asking questions to help narrow this gap
  • Remember that this process never ends because the customer's notion of value changes throughout the...

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