Labeling: Name What They Feel
When a buyer sounds worried, frustrated or doubtful, name the feeling out loud, starting with it sounds like or it seems like, then stop.
The research behind it is about labeling one's own feelings in the lab; labeling a buyer's feelings in a sales call has not been tested.
Why it works
Naming the feeling shows you are listening and often lowers the temperature. The buyer then tends to explain more, which tells you the real objection.
How to do it
- Listen for the feeling behind the words.
- Start with it sounds like, it seems like, or it looks like.
- Avoid I, which makes it about you.
- Stay silent after the label and let them respond.
- If you are wrong, they will correct you, which is also useful.
What to say
It sounds like you've been let down by recruiters before.
It seems like the timing is the bigger worry, not the fee.
It looks like your MD will need convincing.
Avoid
Saying I understand how you feel. It is about you, and buyers often hear it as a script.
Example
When a Shimla apple co-operative chairman went quiet after hearing the fee, Ritu said: it sounds like you've been burned before. He told her about a manager who had taken their money and disappeared. Now she knew what to address.
Practise it
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