How to Blink

I can’t find a book on how to blink.

I went on Amazon and found a book called, “Blink.” It has nothing to do with blinking. Malcolm Gladwell, you fooled me!

I think I know why there is no book on blinking: no one needs an instruction book on how to blink. It’s a reflex. We just do it.

Maybe that’s why there are so many books on sales. It’s not a reflex. People have to learn.

But what if we could make parts of the sales process a reflex? A reflex is an action that is performed in response to a stimulus without conscious thought. Imagine what an awesome salesperson you could be if you were selling without even thinking! Can we really teach people how to make sales a “reflex”?

No.

And that’s what every good salesperson knows: there is no response you should give to a client without conscious thought. Because the first thing you have to do is listen. Active listening requires effort. It requires concentration. It requires analysis.

In short, selling cannot become a reflex. It’s a complex activity. And it’s hard.

So beware of anyone who tries to sell you the “secret” of selling (N.B: if it’s advertised it’s not much of a secret) or a “fast-path” or “sure-fire” way to sell. Each sale is as unique as the buyer.

What you can do, however, is develop good habits. While not as automatic as a reflex, a habit may be the next best thing. Here are three that will improve your results as a sales person:

• Do what you said you’d do when you said you’d do it. If you get in the habit of always following through on your commitments, you’ll build trust with your clients. Trust grows accounts.
• Shutup. Stop trying to sell and listen more. Get in the habit of asking questions, not making statements. You can’t provide a solution unless you understand the problem. When clients perceive you are trying to understand their issues and help them succeed, it builds trust with your clients. Trust grows accounts.
• Admit the truth. If you made a mistake, admit it. If the competition is better at something, admit it. If you get in the habit of being truthful and transparent with your clients, you’ll have greater credibility. Credibility builds trust with your clients. And, guess what? Trust grows accounts.