Sales magic, Part 2

People tend to fall into one of three categories in terms of how they think or process information: "visuals," "auditories" or "kinesthetics." Last month, we discussed visuals. Now, let's take a look at auditories.

Auditories

Auditories tend to think in a sound-oriented mode. They make sense of your message by recalling past conversations. They may also evaluate your ideas primarily on the sound of your voice and the tone of your delivery.

Auditories move their eyes in several distinct directions as they think. When auditories move their eyes directly to the right side, they are constructing and creating sounds. For example, you might ask a prospect, "Where do you want to spend your retirement?" He may shift his eyes to the right, thinking, "I want to move to Hawaii, but I wonder what my wife will say?" They are in effect hearing future sounds. If they move their eyes to the left, they are hearing past sounds. So you may say to the prospect, "Have you ever heard of our company before?" When a prospect looks down and to the left, he may be constructing an internal dialogue. Down left eye movement indicates that your prospect is hearing his own conversation.

Auditories also use key words to let you know they are thinking in sounds. They may use such words as "ring"—That rings a bell, or "sounds"—It sounds good to me, or "hear"—I hear you, or "say"—I like what you're saying.

Here are some specific strategies to use with auditories:

1. Match their predicates. Use phrases such as, "I'll bet that rings a bell." or "Does that sound good to you?" Another phrase might be, "Do you like what you are hearing so far?" By using these auditory leading words, you'll help sound-based prospects understand your message much more quickly.

2. Disc jockey voice. Auditories frequently establish rapport more quickly with people who possess a disc jockey-like resonance in their voices.

3. Tickle their ears. One financial planner in Orange County, Calif. I know unconsciously uses rhyme as he speaks. He presents insurance products by saying, "To keep your family protected, you don't want to die and leave them financially abjected, dejected or rejected." Also, select the correct background office music. While visuals may not even notice the music is on, auditories will find their moods affected by it.

4. Explain illustrations. With visuals, you may find that they would rather read the illustration themselves while you remain quiet. Auditories prefer to have you explain it to them.

Next month, we'll discuss kinesthetics.

"Auditories frequently establish rapport more quickly with people who possess a disc jockey-like resonance in their voices."

Kerry Johnson, MBA, PH.D., (www.kerryjohnson.com) is a best-selling author, coach and speaker. Responses and questions can be sent to [email protected].