The Honey Badger Sales Magazine 42

Good morning, all! I truly hope you are all well, healthy, and roaring to “go get'em." It’s been a busy week here in Honey Badger Towers. A lot of it so far has been spent on lining up deals for the final quarter of this year. I think we all agree that Christmas will soon be upon us. If you’re not already in full Christmas alert mode, you better get to it like yesterday. Let me break it down. Today is October 25th, and you have seven weeks to “pull it” out of the bag. This time will fly by. There is nothing worse than not having money for Christmas. It should be the least of your worries. There’s enough stuff happening around this time without having to worry about money. Visits to “the outlaws”, sniper combat mission shopping trips, office parties, preparing food, Christmas travel Aggghhhh!

No wonder it’s difficult to sell! However, it can also be one of the best times. Remind your prospects about how your offer ties in with their seasonal offerings or why it’s a good reason to work with you for the New Year resolutions market right now.

Identify what your customers are really selling. Memories, companionship, and ease of use IE Coca-Cola sells happiness, Guinness sells manliness, Barbie sells friendship and nostalgia (amongst other hooks), cooking equipment sells more freedom, and power tools sell professionalism and speediness. Anyone remember BMW’s slogan, “the ultimate driving machine?” It was never about the car, but you, dear reader. Any way get creative, happiness, sadness, fear, and anger, time-sensitive discounts, one up-manship. You get the picture?

Want some motivation? Get scared! How is your Christmas looking?

With these thoughts firmly in my mind (and I really hope, yours), it’s time to jump right into this week’s lessons. Actually, not quite...

I once got myself into a real fix when I was younger. At the time, I was living in Germany and was not earning enough to get back home for Christmas to stay with my parents in the UK. Man, I was burning the midnight oil, trying, with less than three weeks to get a side hustle to buy a bus ticket. (28-hour journey back then) Plane tickets were a distant luxury that only “rich” people bought.

I don't know how or why, but I kept thinking about a children’s TV show I used to watch as a kid, and a few days later, Bingo! I remembered once I watched at Christmas time an episode showing how to make Christmas decorations with two coat hangers joined together with wire and shaped like a star. I went around to my local dry cleaners and asked if I could buy any broken wire coat hangers. They were more than happy to give them to me, just to free up space. I then bought tinsel, candles, and some baubles, stuck them all on each frame, and went downtown with my floor rug to place them on and wrapped up warm. I sold over 120 decorations in two weeks part-time! Net result: I made some good money, made it back to my parents, and enjoyed Christmas! Anyone who came within ten feet of me was “getting it.” Make it happen, people.

Right. Lessons. Psychological ones. You wanna pull every trick out the bag at this time of year.

1. Mirroring and Matching: Adapt your communication style to resonate with the prospect.

2. Reciprocity: Offer something of value before asking for the sale.

3. Cognitive Dissonance: Encourage the prospect to align their decision with their beliefs.

4. Visual Imagery: Paint a vivid picture of the benefits they'll enjoy.

As this is quite a long article and I know you’re all busy, I’ll cover points 1 and 2 today and 3 and 4 next Wednesday. Or subscribe to my free weekly Honey Badger newsletter and don’t lift a finger. 

“The primary emotion in sales success is enthusiasm. Enthusiasm accounts for 50 percent or more of all sales ability. One of the very best definitions of a sale is “a transfer of enthusiasm." Brian Tracy

Mirroring and Matching: Adapt your communication style to resonate with the prospect.

Persuasion often lies in creating a deep and meaningful connection with your prospect. When it comes to closing a deal on the phone or during a video call, one of the most effective psychological techniques is mirroring and matching. It's a strategy that goes beyond words, aiming to resonate with the prospect on a subconscious level, building rapport and trust. Let’s jump into the power of mirroring and matching and how to use them to close deals successfully.

What is mirroring and matching?

Mirroring and matching is a psychological technique that involves subtly imitating the non-verbal cues and communication style of your prospect. These cues include body language, tone of voice, speaking pace, and even choice of words. The goal is to establish a sense of familiarity and trust by showing the prospect that you “vibe” with them.

Creating a sense of connection

The fundamental principle behind mirroring and matching is that people are naturally drawn to those who are similar to themselves. When you mirror your prospect's body language, you send a powerful message: "I am like you, and I understand you." This creates a subconscious bond that makes the prospect more comfortable and open to your suggestions.

Mirroring body language

If possible, start by paying close attention to your prospect's body language during a video call. Are they leaning forward or sitting back? Do they use their hands to gesture, or are they more reserved? Try to match their posture and gestures without making it obvious. If they speak slowly and calmly, you should also adopt a more measured pace.

Matching tone of voice

Very important this one. Your tone of voice can convey a wealth of information. If your prospect speaks with enthusiasm and energy, it's essential to match that energy level. If they have a calm and steady tone, do your best to adopt a similar demeanor. By matching their tone, you demonstrate that you're on the same wavelength. This, in turn, adds a more physical element to the conversation. There is nothing worse than “deadpan” delivery.

Aligning speaking pace

The speed at which you talk is another crucial element of mirroring. If your prospect speaks rapidly, try to keep up with them. On the other hand, if they speak slowly and thoughtfully, slowing down your speech can help create a sense of harmony. Remember, two ears, one mouth.

Choice of words

Mirroring also extends to the words you use. Pay attention to the language your prospect uses. If they use technical jargon, incorporating similar terms into your conversation can foster a sense of shared understanding. However, don't overdo it; your mirroring should be subtle and authentic, not forced.

The subtle art of mirroring and matching

Effective mirroring and matching are subtle and genuine. The key is not to mimic your prospect outright but to create a sense of familiarity and connection. When done correctly, this technique can be a very powerful closing tool that will lead to a deal.

Building trust and rapport

Mirroring and matching go beyond creating a superficial connection; they also build trust and rapport. When your prospect feels that you understand them, they're more likely to trust your recommendations and advice. Trust is a critical factor in decision-making, and it significantly influences the likelihood of having a new client.

Video calls

In the age of remote work and virtual meetings, mirroring and matching are equally effective during video calls. While you might not be physically present, you can still match your prospect's body language and tone through the screen. Pay close attention to their facial expressions and gestures, and adapt your own accordingly. Doing a video call adds an extra element and creates trust faster. Particularly if it’s a first-meet-up and close kinda gig.

Navigating challenges

Mirroring and matching are powerful tools, but they come with some challenges. The most significant challenge is the fine line between authenticity and manipulation. Mirroring should never feel forced or insincere. It's about genuinely connecting with your prospect.

Overcoming resistance

Not every prospect will be receptive to mirroring and matching. Some may notice your attempts and feel uncomfortable. In such cases, it's crucial to adjust your approach. If you sense resistance, don't push too hard. Instead, focus on active listening and building a genuine connection based on common ground. If you feel you’ve been rumbled, don’t panic; change your tempo and body movements, and most importantly, keep smiling and look sincere.

Closing the deal

Once you've established rapport through mirroring and matching, closing the deal becomes more seamless. Your prospect is more likely to be open to your suggestions and trust your expertise. When you've mirrored their language, tone, and body language, it's as if you're speaking the same emotional and psychological language, making it easier to guide them towards a positive decision. Use earlier Honey Badger lessons to help you get there.

Reciprocity: The Art of Giving to Close Deals on Phone or Video Calls

Reciprocity is a powerful psychological principle that can be harnessed to enhance your ability to close deals over the phone or during video calls. At its core, reciprocity involves offering something of value to your prospect before making the ask—buy from me now. Let’s delve into the concept of reciprocity, its emotional impact, and how to effectively employ it to seal the deal.

The power of reciprocity

Reciprocity is a fundamental aspect of human interaction. It's the notion that when someone does something beneficial for us, we are instinctively driven to return the favor. In sales, reciprocity can be a game-changer. By offering something of value to your prospect before seeking their commitment, you create a sense of indebtedness and goodwill that can significantly improve your chances of closing the deal. I usually talk about “stuff” that I’ve heard on the grapevine without giving any names away.

Offering value as a prelude to sales

Before you plunge into the sales pitch, take a moment to think about what you can provide that genuinely benefits your prospect. It might be valuable information, a free resource, or even a personalised consultation. This initial offering should be sincere, not merely a sales tactic. When your prospect perceives that you have their best interests at heart, they are more likely to reciprocate.

Emotional impact

The concept of reciprocity has a profound emotional impact. It triggers feelings of gratitude and obligation. Your prospect, upon receiving something valuable from you, will feel a sense of indebtedness. This emotional connection can be a powerful driving force in their decision-making process. It could even be something as simple as not being in his “face” trying to force a sale.

The rule of unconditionality

One crucial aspect of reciprocity is that it should be unconditional. In other words, your initial offering should not be contingent on the prospect making a purchase. It must be a genuine act of goodwill, reflecting your commitment to helping them. This unselfish approach will amplify the emotional impact and build trust.

Examples of reciprocity in action

Share informative guides, books, or news items. Tailored recommendations or solutions. Exclusive insights or industry data.

Creating a sense of obligation

When a prospect receives something valuable from you, they naturally want to reciprocate by considering your offer more seriously. If it’s something really juicy, lower your voice! This adds value and gets undivided attention. Try, if possible, to finish this sentence with a (gentle) provisional close, should you introduce this early in the pitch.

The reciprocity principle in video calls

Reciprocity can be effectively applied during video calls as well. In a virtual setting, offering valuable resources or insights can be even more impactful as it demonstrates your commitment to helping them despite the physical distance. If it helps without overcomplicating the pitch, utilise screen sharing to provide visual aids or presentations that enhance the prospect's understanding.

The ideal timing for reciprocity

When using reciprocity as a closing tactic, the timing is critical. It's often most effective when your prospect is engaged and actively considering your offer. You can introduce the idea of reciprocity by saying something like, "Before we proceed, I'd like to provide you with something valuable." This sets the stage for reciprocity, showing that you genuinely want to help them on their journey to success.

I also tend to repeat in very short bullet points (spoken slowly, loudly, and concisely) what’s on offer, then use three “wake up's"—fear of missing out—tight deadlines, first come, first served—fear of loss, and deep discounts—greed—to get them focused on the eight ball. Finally, I clarify how the paperwork will look, explain what they need to do, and then congratulate them on an amazing offer and ask if we can work together on this. And not say another word.

Ok. That’s it. Make it a good one, and I’ll see you all next Wednesday. If you’re just starting out in sales or need a refresh, do take the time to read my previous newsletters. I promise they will make you a better communicator. Get into the spirit of goodwill and share my newsletter link with someone who needs it. It’s free, costs you nothing, and will make you feel good. Peace. THB

How we doing. Did we rinse it? Trip the light fantastic? How can we do better? Wanna talk? Drop us a line: [email protected]