Differentiating Yourself from Social Proofing

be differentWe’ve all done it. When faced with a new situation – a wedding in a different culture, for example, or first time at the opera – we look to others to determine the correct behavior by finding out what other people think is correct behavior.  It’s called the principle of social proof – “a psychological phenomenon where people assume the actions of others constitutes correct behavior in a given situation.”

Advertisers and marketers use social proof in an attempt to influence consumer buying behavior. Think about the power of “Likes,” or of multiple recommendations from “friends”, or of the “everybody’s doing it” mentality.

But while this may work at some level, when it comes to establishing rapport and laying the groundwork for long-term client relationships, nothing beats the power of one – unique, authentic, credible YOU.

So set aside the sales-speak, the schmoozing and someone else’s style. Be yourself.

  • Become self-aware – know your blind spots causing blind behaviors
  • Build trust by establishing rapport, respect and value
  • Ask insightful questions – and listen to the answers to get beyond the obvious
  • Behave like a partner not a vendor.

Be sure the language you leverage reflects your consultative role of helping the client achieve their goals and solve their problems versus just “meeting their needs.” In a previous blog I gave some examples:

Sales person approach: “do for you”
Consultant approach: “do with you”

Sales person approach: “here to win the business”
Consultant approach: “here to help you achieve your goals”

Sales person approach: “what other vendors are you looking at?”
Consultant approach: “what other options (internally/externally) are you considering?”

Sales people call their customers “accounts”
Consultants call their clients “relationships”

Sales people prescribe before they diagnose
Consultants diagnose before they prescribe

Think about a leader or mentor who had a major impact on you. Chances are, the impact you might be remembering are the things they “did with you” not what they “did for you”– and the reason you remember it – is because that person was honest, transparent – authentic – someone whose words and deeds reflected their true self versus an imitation of others.

“The privilege of a lifetime is to become who you truly are.” – C.G. Jung

Cómo Diferenciarte de la Influencia Social

Todos lo hemos hecho. Al enfrentar una nueva situación – por ejemplo el matrimonio en una cultura diferente o nuestra primera vez en la ópera – observamos a otros para determinar la conducta correcta al identificar lo que otros consideran la conducta correcta. Esto es llamado el principio de influencia social  – “un fenómeno psicológico donde las personas asumen las acciones de otros que constituye la conducta correcta en una situación determinada.”

Los publicistas y comerciantes emplean la influencia social en un intento por influir conductas de compra en el consumidor. Piensa en el poder de “Me Gusta,” o las recomendaciones múltiples de “amigos” o la mentalidad de “todo el mundo lo está haciendo.”

Pero aunque esto puede funcionar a cierto nivel, cuando se trata de establecer compenetración o construir los cimientos para una relación a largo plazo con un cliente, nada supera el poder de un único, auténtico y creíble TÚ.

Así que deja de lado el discurso comercial, la charlatanería y el estilo de alguien más. Sé tu mismo.

  • Se consciente de ti mismo – conoce los puntos ciegos que están ocasionando conductas ciegas
  • Construye confianza estableciendo compenetración, respeto y valor
  • Realiza preguntas profundas – y escucha las respuestas para ir más allá de lo obvio
  • Compórtate como un asociado y no como un vendedor.

Asegúrate que el lenguaje del que haces uso refleja tu papel consultivo para ayudar a los clientes a alcanzar sus metas y resolver sus problemas en lugar de sólo “satisfacer sus necesidades.” En un blog previo proporcioné algunos ejemplos:

Enfoque de vendedor: “hacer para ti”
Enfoque de consultor: “hacer contigo”

Enfoque de vendedor: “aquí para ganar el negocio”
Enfoque de consultor: “aquí para ayudarte a alcanzar tus metas”

Enfoque de vendedor: “qué otros vendedores está viendo?”
Enfoque de consultor: “qué otras opciones (internas/externas) está considerando?”

Los vendedores llaman a sus clientes “cuentas”
Los consultores llaman a sus clientes “relaciones”

Los vendedores prescriben antes de diagnosticar
Los consultores diagnostican antes de prescribir

Piensa en un líder o mentor que haya tenido un gran impacto en ti. Es probable que el impacto que estés recordando son las cosas que “hizo contigo” no las que “hizo para ti” – y la razón por la que lo recuerdas – es porque esa persona fue honesta, transparente – auténtica – alguien cuyas palabras y actos reflejaron su verdadero ser en lugar de la imitación de otros.

“El privilegio de una vida es convertirte en quien verdaderamente eres.” – C.G. Jung

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devandbeyond January 13, 2014 0 Comments

Laws of The Land

The Rules Book

There are certain fundamental truths/laws of the land that mean the same thing wherever you find gravity. These laws do not edit for good or bad. You can’t change these laws…they however can change you.

1) The law of income: Says you will be paid in direct proportion to the value you deliver according to the marketplace. I found this law in a book called “The Millionaires Mind”. I love this law because it reminds me that the marketplace determines what I will earn. If I am creating $75,000 or $775,000 dollars of value in the marketplace…that I what the market will pay me. Everything is counted…weight, distance, value. It is like selling your home…you think it is worth X plus more…and you sell your home with what the marketplace will pay. Prices and wages are like messengers conveying news…sometimes good news…sometimes bad news.

2) The law of intention: What you seek is what you get. You see this law mentioned in books like “The Secret”, “The Power of Now” and “What the Bleep Do We Know?!” This law is the reason why we have the expression “misery loves company”. It is with the law of intention that says whatever I am seeking is seeking me. If I want to find positive people…I look for positive people. It is like turning a radio dial to find a radio station…you hear static when the wrong frequency is being given out…until you find the station you were looking for. The frequency of energy you give out, positive or negative, will be picked up by those with the same frequency. Like attracts like and what I look for…I see.

3)The law of unintended consequences: This law happens so often we sometimes forget it is out there. It happens when people set out to do something they see as smart and right then realize later that their decision was not a healthy or successful one because something bad happened that they did not plan for. You also see this law working when bad people are put in a bad situation and they become a better person on the planet for it. Every short-term behavior has a long-term consequence.

4) The law of what you focus on expands: There are people focused so much on how little money they have it becomes overwhelming to them. I have to tell people who have found themselves in a hole of misery to “stop digging”. I have also seen this law come alive when people adopt an attitude of gratitude to ensure the best day in their life is still one that is out in front of them. Where the focus goes the energy flows.

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devandbeyond May 17, 2013 0 Comments