Hi, this is Victor Antonio and welcome to my new series called shifting the buyers mindset. How do we shift a buyers mindset? Why do we need to do that? You ever talked to a customer and they're focused on one thing? And sometimes you're trying to get them to focus on what's really important, but they don't seem to get it. So how can we as salespeople effectively shift their mindset?

Now the idea for this series came from a study done by the CB. Now the CB wrote a book called The Challenger sales. And now in that book, they said that the best salespeople, the challengers, do three things. One is they tailor their presentation for the actual customer, they tailor for resonance. In other words, what makes sense to the customer. They also teach for differentiation, make it clear why their product or service is superior compared to somebody else's, or maybe what they're currently using.

But the third part that caught my attention is that these books are the best performance Also take control of the conversation. Now, when you first hear that phrase, take control of the conversation sounds a little Machiavellian doesn't like it's too controlling like, it's like you're pressuring and maybe forcing a customer do something they don't want. So what I want to talk about is that part right there, how do we take control the conversation without letting the customer know we're taking control of the conversation? In other words, how do we guide the buyers mindset? How do we shift the buyer mindset? That's what this series is all about.

I'm going to show you techniques that you can use to guide the customer, the buyers mindset, get them on track to what you want them to think about. And it's really simple to do that. Once you see how it's done. You'll realize you don't have to control the conversation. You just have to guide it. Now, in this series, we're going to talk about several things.

One, when you know how to shift the buyers mindset, again, what are we trying to do shift them towards our product or service or maybe even buying from our company. We're also trying to take control gently. This is key. In today's market, consumers have options, they have a lot of choices. And so if they feel like they're being pressured into buying something, or push down a road, they don't want to go down, you'll get that sales reactance, which means don't push back. So how do we nudge them along?

How do we guide them? That's what this series is going to cover. Also, let me repeat it again, if the customer feels like you're trying to take control, you'll get that feeling that they're being manipulated, they'll get that feeling they're being manipulated. And again, they'll get resentful and pull back and you will lose that deal. So what we want to talk about is how do you shift the buyers thought process, and I'm going to show you simple, natural language techniques that you can use and implement right away to push and nudge a customer down a certain path without them feeling resentful or being manipulated or controlled. Let's get into it in the next video.