Eliminate the Defensive Customer

On the topic of human nature and our automatic defenses, how many times have you been to a clothing store, fully intending to buy a shirt or something, and an aggressive salesperson virtually attacks you. How do you respond?  Usually, “no thanks, just looking.” You don’t want to be bothered. You don’t want to exercise more decision-making.

I received great advice many years ago from a client by the name of Gene Megna. He said, “When asking a prospect or customer for an order, it often puts them on the defensive, so it is much better to insert the words, ‘idea of.’”

So, rather than asking for an International Publicity Order, I would ask, “How do you feel about the idea of doing some international publicity for product XYZ?” As Gene suggested, I’d get a more objective answer from them and then could follow up and make the sale. Just those two simple words took the defensive “no thanks” out of the equation.

That was great advice and I still use that sales technique today because it changes the question from a closed-end “yes or no” question that puts pressure on the client, to an open-end question which is intended to gather information and get feedback.  So, eliminate the defensive customer, ask them what they think of the idea of whatever it is you are trying to persuade them to do.