Jimmy has a remarkable talent for sales that often leaves even his sales manager perplexed. While many sales professionals rely on complex techniques and strategies, Jimmy swears by a simple yet incredibly effective method he calls “Eyeball Selling.”
The Power of Eyeball Selling
Jimmy believes that all the fancy sales techniques he’s encountered over the years, such as Benefits Selling, Partnering, Selling to Personality Types, Value-Added Concept, Rejection Proofing, and Spin Selling, pale in comparison to the impact of Eyeball Selling. At its core, Eyeball Selling involves keen observation, paying close attention to a customer’s body language and reactions, and tailoring the sales pitch accordingly.
Jimmy’s focus during a sales pitch isn’t primarily on what he’s saying; instead, he concentrates on how his customer’s body responds. He meticulously watches for even the subtlest cues – fidgeting, twitches, squirms, and involuntary head movements. Jimmy is particularly attuned to hand gestures, body rotation, facial expressions, and even changes in eye movement. He firmly believes that even when a customer remains silent or attempts to maintain a poker face, they are still communicating their receptiveness or lack thereof.
Understanding what excites a prospect, what turns them off, and what leaves them neutral at any given moment can be the difference between making or breaking a sale.
Finding the Decision Maker
Jimmy’s sales domain is the realm of expensive lighting equipment, which often requires him to make presentations to groups of people. One of the initial challenges he faces in Eyeball Selling is pinpointing the true decision maker in the room.
His unorthodox approach involves making a slightly confusing statement right after greeting the audience with a warm, “Good afternoon, gentlemen and ladies.” The unexpected remark leaves the group momentarily bewildered, prompting all heads to turn toward the person they perceive as the authority figure – the honcho, the heavyweight, the head of the pack. This tactic helps Jimmy identify the decision maker, allowing him to tailor his sales pitch effectively.
Responding to Non-Verbal Cues
While some signals are overt and easy to interpret, Jimmy believes in keeping his antennae tuned to hundreds of unconscious gestures. For instance, he pays close attention to the angle of the prospect’s head. If their head is fully facing him, especially at a charming angle, it signifies interest, and he proceeds with the pitch. Conversely, if their head starts to turn slightly away, it serves as a cue to change the subject and perhaps highlight a different benefit of his product.
Jimmy doesn’t limit his observation to verbal cues alone; he actively works to modify his prospect’s body position if he senses resistance. His philosophy is simple: “The body must be open before the mind can follow.” To achieve this, he carries a briefcase filled with props tailored to various preferences. He might share photos of his family, his dog, an antique watch, or a pocket-size computer to create common ground and encourage the prospect to open up.
Moreover, Jimmy synchronizes the timing of his pitch with his customer’s non-verbal cues. When a prospect reaches for something or appears deep in thought, he adjusts the pace of his speech accordingly. Recognizing when to cut to the close, he seizes the moment when customers begin to engage with the contract or reach for the pen.
When Head Movements Speak Volumes
Jimmy has honed his skills to pick up on specific cues that can either seal the deal or signal a rejection. When a customer’s head nods in an up-and-down motion, it’s their silent way of saying, “Yes, I’m ready to buy.” Jimmy understands the importance of not overextending the pitch at this stage. Instead, he moves swiftly towards closing the deal. Conversely, when prospects shake their heads from side to side, it’s a clear indicator of a negative response.
Eyeballing Beyond Sales
The power of Eyeball Selling extends beyond the realm of sales. In personal relationships, friends, and loved ones, unspoken cues reveal genuine feelings. Jimmy recalls an instance where he noticed his friend Deborah’s head movements contradicted her words regarding her impending marriage. Despite verbal assurances of love, her body language conveyed doubt. The wedding never took place, highlighting the accuracy of body language in deciphering true sentiments.
In your social interactions, whether personal or professional, consider them as opportunities to sell your ideas or connect with others. Just as Jimmy adapts his pitch based on non-verbal cues, you can modify your conversations when you notice signs of disinterest or discomfort. Asking personal questions or steering the conversation toward topics of interest can keep your audience engaged.
Conclusion
Incorporating Eyeball Selling into your communication arsenal can yield remarkable results, just as it has for Jimmy in the world of sales. By keenly observing and responding to non-verbal cues, you can establish a deeper connection with your audience and make your message more compelling. Like a hidden camera behind your eyeballs, this technique allows you to pick up on subtle signals that others might miss, making your interactions more effective and persuasive. So, keep your eyes open, and you might find yourself achieving Jimmy’s success rate in having your listeners accept whatever you have to say.