Best-selling author of the “Go-Giver” Bob Burg has a mind-shifting definition of the free enterprise system that can affect your bottom line:
“The amount of money you make is proportional to the amount of people that you serve and the value you offer.”
What does serving have to do with selling? What mindset will get more people to buy your products and services more consistently and why? How can you become the kind of sales person who most often wins?
The key, says Burg, comes down to the difference between
persuasion and manipulation
“Persuasion is a cousin of influence. It is the ability to move a person towards action with the desire of a specific goal. A lot of people have asked me, how is this different from manipulation? And I’ve given it a lot of thought.The key difference is that persuasion allows both parties to improve their lives.Manipulation, on the other hand, elicits individuals or groups to think or do something that might not necessarily be in their best interest.In the years that I’ve been talking about this, I’ve searched around for the best explanation that I could find. In his book, “The Art of Talking So People Will Listen”, Dr. Paul Swets provides an outstanding explanation of the difference between persuasion and manipulation. I will quote him directly here:
“Manipulation aims at control, not cooperation. It results in a win/ lose situation. It does not consider the good of the other party.
Persuasion is just the opposite. The persuader seeks to enhance the self-esteem of the other party. The result is that people respond better because they are treated as responsible, self-directing individuals.”
Think of manipulation and persuasion like good and evil cousins. They are both concerned with the learned art of understanding human interaction. One uses their skills to help others, the other uses their skills to help themselves.
Says Bob: “Manipulators are so focused on themselves, and their own self-interest, they do only what they feel is to their own benefit. And if it hurts the other person, so be it. What they don’t realize is that not only is this not a good life practice, it’s not good business practice.”
Take a look at the following comparison chart to understand why:
| MANIPULATORS |
PERSUADERS |
| have employees | have loyal teams |
| have customers & referrals | have repeat business |
| have family & friends | have fulfilling relationships |
For Example: If I’m talking to you about your financial portfolio, and I am trying to get you to consider a product, there is a difference between selling the product because I want the commission fee, and selling because I think it’s in your best interest and can help improve your situation.
Persuaders think only win/win. If it is not in the client’s best interest, they don’t try to sell it to them! The mentality here is one of service.
“Selling this way is based on asking the right questions, really understanding the customer’s wants, needs, and desires. The focus is always on the other person and the aim is to add value to their life.”
From Law #3 of the Go-Giver: “Your influence is determined by how abundantly you place other people’s interests first.”
“Money is the thunder to value’s lightening. The commission or fee is the direct and natural result of the value that you provide.”
What a wonderful message. To make more money, seek to provide more value, and you will not only add to your business, but your RichLife as well!
Have you ever experienced working with a "Go-Giver" professional who was focused on serving you and what was in your best interests? What was that experience like for you? How about working with someone who was focused only on what they wanted to sell you? How did that leave you feeling? Would you do business with that person again? I’d like to hear what’s on your mind.
Visit RichLife Advisors.com and click on Ask Beau. Your question could be featured on the RichLife Radio show, where it will help others to live a wealthy, healthy and fulfilled life on purpose. Here’s to your RichLife!
We always get such valuable information when Bob shares with us!!!