This same technique can be used successfully for visuals and auditory mode customers. Simply change the words to reflect the mode, for example:
Visual Mode:
“I see what you're saying. Other customers have seen the same thing until I've showed them how powerful the product can work ….”
Auditory Mode:
“I hear what you're saying. Other customers have clearly expressed the same thing, until they heard about the huge benefits of using this product to …..”
As I mentioned earlier in this chapter, we have preferred modes of thinking, but they're not fixed, so just because we may have a bias for thinking in a visual, auditory or kinesthetic mode it doesn't mean we can't switch between these different sensory modes if we need to.
This is a very powerful technique to use if you have a customer who seems stuck or if are having trouble overcoming a particular objection. It is called psychological sliding and is a way of moving your customer from one mode of thinking to another.
The way you do this is simple, in conversation, if they're a visual thinker, for example, switch the conversation to using works used for a kinesthetic or auditory mode - feelings or sounds.
This will quickly bring your customer out of their way of thinking, and away from their problem. They are unlikely to have the same objection in a different mode of thinking.
There are a couple of rules when using this technique, which are as follows:
- Start by matching your client's focus of attention. For example, if they've just walked into your computer store, avoid the standard “Can I help you?” line, which will usually get the response, “No, it's ok, I'm just looking …” Instead see what the focus of their attention is and say something like: “Nice computer isn't it?”
- When you meet an objection, smoothly slide into another mode of sensory focus. For example, if your customer says: “Looks like it's too complicated for me.” You might respond by saying: “Do you feel as if you'd like to own one though?”
- Let your customer experience the different modes as much as possible in the conversation. This is a great way of letting a customer experience as much about your product or service as you can, without directly disagreeing with your customer.
