When I say “salesperson” what is the first word that pops into your head? If you are like most non-sales professionals that participated in a Qualtrics research project your answer was probably a word like “pushy”, “yuck”, “difficult”, or “annoying.”
Yikes, not a great pre-conceived expectation most folks have of the sales experience.
That is why first impressions are so important.
There is a dimension of the brain called the hypothalamus or prehistoric brain, which is responsible for instincts, a critical factor in creating first impressions. Bruno Catellani of the Institute of Communication, Management and Sales in Switzerland refers to the prehistoric brain as the guard or gatekeeper.
This “gatekeeper” portion of the brain serves one simple purpose; to determine if someone is friend or foe. This region of the brain is completely incapable of rational thought, language, or conscious control. It reacts on instinct based upon the approach of another human and if that persons approach “stresses” this part of the brain the “fight or flight” response will be triggered. Said another way the defensive “gate” goes up and you have officially made a first impression that will be difficult to overcome.
So what goes into making an impression that can cause the internal “gatekeeper” to see you as a fiend or foe?
There is a saying that if “it walks like a duck, quacks like a duck, and looks like a duck it must be a duck.” The same is true in selling, if you look, sound, and act like a “typical” salesperson you will likely watch helplessly as the “gatekeeper” signals the defensive gate to raise between you and the prospect.
On the other hand the there is a saying that “people buy from people they like.” Since we tend to like people that are similar to ourselves if we can align our communication style with that of the prospect we will likely trigger the “friend” response and register a positive first impression.
As established in the work of Albert Mehrabian of UCLA the primary elements of alignment with another person are words (7%), Tonality (38%), and Body Language (55%). Learning to be aware of how you leverage these elements of a first impression can be the difference between an open, receptive prospect and the metaphoric equivalent of trying to sell through a fence.
You only make one first impression so make your count!
Sandler Training in Denver provides sales training, management and leadership training, and professional development for individuals and organizations. Let us know how we can help your team.
