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Guest post by: Cliff Sutton Become an Author

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How do I use the “Jaguar Effect”™? How does it help me with my sales?

Your goal is that your product or service will fit perfectly into your client’s requirements based on their frame of reference, not yours or anybody else’s. Consider the expression, “The Customer is always right.” Where did that come from? In “Jaguar Effect” terms it came from the knowledge that if the customer doesn’t feel right about it he won’t buy.

From a sales point of view, would you rather be right or be happy?

The shift you make is to make it a habit to ask and listen, without comment, to quickly gain an understanding of how your prospect thinks and what they base their buying decisions on. It’s a lot simpler than it sounds however it does take a little practice.

In the simplest terms:

1. Ask to find out what, in detail, your client wants, and listen very carefully.
2. Match up your product or service with that ‘want’ and only that and provide clear answers to their questions.
3. Close the deal – make arrangements for delivery and payment.

It is that easy.

How do I integrate it with my sales?

Communicate as much as possible in the other person’s terms or frame of reference.

Omit off-handed or clever comments – they can distract or even throw-off your client and kill the deal.

Listen with total focus – listen to what’s said and what isn’t said, how it’s said and the emotions that go along with the words. This is so critical because like Improvisational Theatre, what your client says is your clue to where you take the conversation. If you are not listening you will go where you want to not where they want to.

Sample call

Phone rings (it’s the same idea when a prospective client walks in the door).

We answer, “Good Morning. Thank you for calling.” (starts building rapport and trust).

They will usually provide information such as who they are and what the call is about. Acknowledge their information and ask where they heard about you. This is great reinforcement if it was through a referral of any kind – a chance to build more rapport and trust and to share in the positive feelings your client has toward that person! It’s also a great opportunity to make a note after, and thank the person who made the referral.

If the source of the call is an ad or branding or other marketing you learn more about where your customers are coming from and where your marketing dollars are working.

Whatever the source it does help you to understand the level of trust they will have for you. Calling out of the Yellow Pages is very different from the trust you will get if a trusted friend recommended you. The latter is 10 times stronger.

If it is the Yellow Pages your expert positioning is the source of trust. Even the size of the ad makes a difference.

Next ask for information about the present situation and what their challenges are. This is very important since it helps them get very clear on what they want and what pain is associated with doing without it.

You notice you still haven’t asked the classic “How can I help? What can I help you with?” Usually your client really does not need ‘help’ but rather a solution. Instead of coming to their rescue, you are having a conversation.

As they give us reasons, active patient listening is so important. The temptation is to either think we know what they are going to ask and therefore cut them off or jump in too early. We may think we know what they need and then start to suggest a solution –like thinking for them. Either way we interrupt their pattern and potentially throw them off – the subconscious resists anything that throws it off.

Do you ever find yourself finishing someone else’s sentence? It feels like we are helping however we have really cut off the necessary process of thinking through what’s important to our customer. What’s worse, we may not learn what they really want because we did not let them tell us.

Your comment could be misinterpreted and cause you to be rejected or cause them to go into fight, flight or freeze mode. The unfortunate result then is they don’t receive a service they want and we don’t make a sale.

Listen carefully and completely. Ask for more information if you require it however only the information required.

In Part II we go into Providing the Solution and Closing the Deal.

*the Jaguar Effect™: What we do, say and feel is based on well established neural patterns which make up our habits, beliefs, life experiences and our DNA.

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