Surely you just read the title of this post and the word “retroaction” has caught your attention. When we talk about sales, we usually influence concepts such as strength, impulse, security or opportunity.
At least these concepts are always found in the catalog of contents that sales guys use. On the other hand, retroaction is rarely mentioned and, in my opinion, this element is more important, if possible, than all the concepts mentioned above.
By starting the topic in a simple way, if you are a car salesman you would do badly to simply sell cars. I mean, when one of your customers wants one of your products, they usually want the same to get something.
In that sense, the product is a means to obtain a good far superior to the mere object.
Who wants a car is thinking about the security that is going to get for himself and his family, the status that can reach the view of others or how handsome or beautiful it will look inside that car.
What is retroaction
It is about knowing the intimate and deep desire of a client, in order to adapt our sales discourse to the satisfaction of that desire; and not merely focus on the benefits or benefits of our product in a generic way, without more.
In a more academic way, Néstor Braidot points out:
“Reacting is a way to expand the client’s mind, evolving from what he says he wants, to discovering his true desire or need.”
Therefore, to sell you have to react, that is, look back on what the client is requesting, in order to satisfy your true desire. It seems evident that the success of a seller is assured when he offers his clients what they want.
So this is simple and complicated at the same time. Why is it complicated? Because few things are so difficult in the sale, as knowing the customer.
How to apply retroaction on your sales
In this sense, the seller must have a highly intuitive profile and must be able to maintain a sales dialogue in which active listening is something of a priority order.
To perform a feedback exercise you have to listen, be able to read between the lines of the client’s wishes.
For that, and now I can say it outright, who does not listen does not sell, simply dispatches what the client had previously decided to buy.
Sometimes it will not be easy to discover the customer’s last wishes in a certain purchase. These types of desires are mixed with emotions and -within them- especially with fears.
The client is usually not really aware of the ultimate goal of what he is looking for, given that this purpose is usually in the subconscious of the brain. For this reason, it is very important that the seller knows a catalog of the so-called neuromarketing “universal desires”, to “feel” the customer and be able to make a composition of what he really wants but not verbalized.
I point out some references that Professor Álvarez del Blanco, in his book “neuromarketing”, have and aim to define the main universal yearnings of people and that have a wide influence at the moment of the purchase.
The 5 dreams that we all want to achieve
The 5 deepest and most desired dreams for people are the following:
A balanced person is at peace. You will have seen countless commercials related to beauty and wellness products where balance is the dominant goal.
Many successful brands are those that promote a change. The transformation can be physical, social or mental.
The desire to change, to improve physically or intellectually is behind many purchases.
Those of us who have sold training are 100% aware of this issue.
Consumers always speak of present, past and future.
The trips with the materialization of numerous desires (to go shopping, to go up a mountain, to bathe in the sea, to know recondite places).
The trip is an evasion of reality that allows you to return to it more rested. Therefore, traveling is a particularly powerful desire in modern society.
The consumption of material things leads to belonging to a social group.
Having a car with the star mark in the garage is much more than motor and safety.
The buyer wants to be admitted or stay in a social and economic status that you want.
People need to feel that they are in control of their lives.
They want control over oneself and control of third parties.
As you can see, and as I have indicated in this post, selling is much more than knowing your product or service. It is based, above all, on knowing your client.