Let Your Abstraction Set The Stage With Your Sales Prospects
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Recently, I started reading Ayn Rand’s Atlas Shrugged as a recommendation from the Founder of today’s wildly successful email marketing company, Groupon, Andrew Mason. The book was suggested as a tool for better understanding an approach to subconscious and conscious thought processes, and how those concepts can be used to enhance sales training that leads to heightened success on the bottom line. In fact, after reading through the book, I discovered that one of the many boldly inventive ideas that Ayn Rand proposes through Atlas Shrugged, (once unpacked from its complexity and understood more fully), strongly supports one of the primary sales tools that I leverage in my sales training.
Rand writes, “In learning, we draw an abstraction from concrete objects and events. In creating, we make our own concrete objects and events out of the abstraction; we bring the abstraction down and back to its specific meaning, to the concrete; but the abstraction has helped us to make the kind of concrete we want the concrete to be. It has helped us to create to re-shape the world as we wish it to be for our purposes.”
In other words, the person who controls the big picture – or abstraction – controls the conversation. It’s the responsibility of the sales representative as a front-line representative of your company to illustrate a picture in the mind of the consumer, of how your product fits their specific needs or wants. The salesperson ultimately can control the specific meaning and the concrete reality of your business in the mind of your target market. Your company’s salespeople take the concrete products and services that your business has created, utilizes the information and techniques that you have given to them through proper sales training, and applies that concrete information to an abstraction, customized for the individual consumer that they are working with. The salesperson takes the information they have about the product, and the information they have gained from the consumer, and builds an abstraction through their conversation to re-shape and form-fit your company to fit the previously un-met desires of the consumer.
This application of what you know in business to what you’ve learned about the person you’re pitching to is also conveyed in my book, Quick Witted. The concept in this sales training book is based on the importance of being the flexible in your communication with others, so you can tailor your response to something that will win results for you. You must stay on your toes and listen carefully in order to apply the right strategic response for the successful sale.
You can also think of abstraction as another approach to staying in the “green zone” or the “undeniable truth” area of communication. When your company’s staff is effectively trained to interact with your customers in a way so that they win the interest and attention of others, then the won-over crowd is more open-minded to allowing their desires to be shaped and molded by your abstraction, into the concrete – a sale!
http://www.TheLinklater.com
About the Author
About Matthew Linklater: Author, Speaker and Success Coach, Matthew Linklater, offers powerful business consulting and high-impact personal coaching. He has trained business leaders to increase in the critical areas of sales coaching, building instant rapport with others, 3D Communication for negotiation and conflict resolution, motivation of team members, goal achievement, product scripting and leadership. His personal coaching methods incorporate powerful NLP techniques, Time Line Therapy®, the Live Your Vision experience and the Ericksonian Hypnosis method. Matthew Linklater is the author of Quick Witted: Saying the Right Thing to Win Big, and can be found speaking, training or writing the final pages of his upcoming book, Basic Training: Sales Boot Camp. To learn more about Matthew Linklater, please visit www.thelinklater.com.
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