It turns out that some people start to understand two simple things in childhood. The first: if someone offers you something, it means they want something from you. The second: if you say “no,” you can get even more.
— Masha, do you want some porridge?
— No!
— And what if I give you a candy after that?
— Okay.
— Masha, do you want to watch some cartoons?
— Yes…
— Then eat your porridge.
— No.
— And what if I add a candy?
— Okay.
— Masha, do you want to watch some cartoons?
— No!
— Well, Masha, Mom and Dad need to go to the store for half an hour, so watch some cartoons!
— No!
— We’ll buy you something.
— What’s up?
— A candy.
— I don’t want a candy.
— What do you want?
— I want a candy and a toy!
— ….
These people grow up and become consumers who are used to saying “no,” hoping that a better option will be offered to them. Life, as a rule, is much harsher than what their parents provided, but the heuristics developed in childhood continue to guide them. Moreover, even when they often don’t receive anything better, or sometimes nothing at all, they keep playing this game with those around them, like Pavlov’s dog. After all, from time to time, they receive positive reinforcement for their heuristic.
No matter what you offer these people, the first thing you’ll hear from them is “no.” They have nothing to lose by turning down the seller, but they might find something if the seller starts offering better terms. These individuals will always say “it’s too expensive” just to try to get a lower price. They will claim “I don’t need it,” especially when they actually need it the most. They may not even realize that they are continuing to act like a spoiled child. When they refuse something, they genuinely believe at that moment that they don’t need it or that it’s too expensive. It’s just a behavioral trait of theirs.
How to sell to such people? It’s very simple. Offer nothing and ask for nothing. This is the essence of White sales. The client should make the purchase on their own. All the seller can and should do is ask questions. If we encounter a non-person, then we can and should argue with them. They are used to it.
For example, you are selling bagless vacuum cleaners with a water filter and communicating with a net client.
— How often do you vacuum your apartment?
— Once a week.
— So, it turns out that your dust bag fills up in about a month?
— Much more often!
— Really? I find that I dust only about once a month. Maybe you could do it less often?
“Listen, I don’t know what your apartment is like, but I have a big house and the bag is already full by the end of the cleaning!”
— Well, at least it’s enough for cleaning…
— Not really. By the end, the vacuum cleaner hardly sucks at all.
— What’s the problem? Throw it out twice during cleaning!
— What are you telling me? You can’t just run around like that!
“Come on, he just stepped out and shook the bag.”
— First of all, I have disposable bags. They cost 10 hryvnias each, so I need to use them sparingly. And secondly, as I mentioned, I live in a private house. I have nowhere to throw the trash away. I take it to the city in my car every time.
— Exactly! There’s no need to go to the container and shake it out. Just toss the bag into the trash bag — and that’s it!
— And the bag immediately got full. I have to take the bag out again when I could have added more trash to it. Especially since after cleaning up, it fills up anyway.
“Listen, you said that your bags get filled up quickly, they cost money, and throwing them away is a hassle for you. Why didn’t you buy a bagless vacuum cleaner?”
— What does “without a bag” mean? Are there really any like that?
— Of course, they do exist, but why would you want to buy a new vacuum cleaner when this one is only…
— Three years. He’s already old and can be replaced.
— What will you do with the current one?
— I’ll take her to my mother-in-law’s dacha. She’ll be so happy!
— How will an old vacuum cleaner make my mother-in-law happy?
— She doesn’t have a vacuum cleaner at her summer house, and this one is the best in its class. It’s only three years old. She was just complaining that she has nothing to clean the house with. How much do bagless vacuums cost?
— They are a bit more expensive than the ones with a bag. Think about it, do you really need it?
— Of course! So what if it’s more expensive? You don’t have to buy bags, right?
— No, you don’t need to. It sucks evenly, regardless of whether the dust container is full or not. However, its suction power at the same wattage is slightly weaker than that of an empty bagged vacuum. After all, suction power is what matters to you, right?
— If it’s sufficient and doesn’t lose its effectiveness over time, then I don’t care what it is! How can you buy such a vacuum cleaner?
— Well, if you’re really sure about what you want, I could help you find a model. But maybe you should call your mother-in-law first?
— I’m not going to call her. I know she doesn’t have a vacuum cleaner, and even if she does, I’ll find a way to get rid of the old one. So, will you help me pick out a vacuum cleaner?
Interestingly, you can confidently start a conversation in this style with both a yes-client and a no-client. During the discussion, you’ll understand what type of client you have. If it’s a yes-client, you’ll have plenty of time and opportunities to establish a connection with them. However, if it’s a no-client, your very first statement will likely provoke resistance. So it’s better not to take risks. Be prepared in advance for the fact that your client is used to saying “no.”