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The DRESS Phenomenon & the Color of Sales Perception

Posted on: March 6th, 2015 by Monika No Comments

Last month I attended a book presentation hosted by the University of Rochester New York Metro Women. A friend who is an Alumni invited me to this event and I was intrigued, because of the book’s title: “Conversational Intelligence“.

Tying in with Conversational Intelligence, today’s blog is a Guest Blog, by my trusted business partner, Marcia Gauger, founder & Chief Learning Officer of DVR Learning and co-creator of our Consultative Sales Certification Program (CSC).

I’m sure you have heard about THE DRESS discussion (I personally was on Team White/Gold), but for me, what was really important to understand, especially in a sales environment is that we all digest information in different ways. The recent discussion about THE DRESS that dominated social media for quite some time is a perfect example. Marcia talks about the consequences from a sales perspective. Happy Reading!

Truly Understand – Not Just Wait for Your Cue!

As a sales person, I am always interested to find ways to be more effective in my communication so I gladly commuted to New York on a snowy day to attend the book presentation of ”Conversational Intelligence“. The author Judith Glaser and I chatted before the official start of the program and I was immediately captivated by the way she views the world. It’s all about listening, really. Understanding what others are actually saying instead of just waiting for a cue to talk.

Trust Your Voice

The book is supported by research and it’s still a fascinating read. Judith’s writing added an additional dimension as to why we connect with people and why sometimes our defenses go up. Instead of hearing what a person has to say we listen to a movie narrative in our own head. We anticipate instead of really understanding. But the good news is that there are techniques that we can apply to make a change. I learned how you can move from Distrust to Trust, because when you lose Trust you lose your Voice.

For me as a sales person, but also a mother, wife and friend it was an eye opener. If you want to improve the way you interact with other people, if you want to be heard but also be a better listener (and shouldn’t we all, especially being in sales?), buy this book (available on Amazon).

Judith is the CEO of Benchmark Communications, Inc and the Chairman of The Creating WE Institute, whose clients include American Airlines, American Express, Cisco, Coach, IBM, just to name a few. www.benchmarkcommunicationsinc.com

The Dress Phenomenon & the Color of Sales Perception

You’ve likely heard the recent story or have seen the pictures of the now infamous dress. One snapshot and the debate began, is it white and gold or blue and black? Science chimed in and explained that we potentially see things differently based on the way that our minds filter images and light.

But what does this have to do with sales and perception? Quite a bit, actually. The challenge for consultative sales professionals is two-fold. The first challenge is seeing the perceived situation through the customer’s lens. The second is framing a solution that is perceived to align with that individual’s picture of their present state of affairs versus desired state. The risk of misalignment is significant throughout the sales process, especially if the client themselves are looking through a distorted or cloudy lens which is often the case when clients don’t fully recognize the potential need.

Why is it that regarding their product knowledge, some of the brightest and most technically astute people cannot sell?

We know that if sales professionals concentrate strictly on product knowledge and the technical factors regarding their solutions, they risk missing the filters each client applies – or the “color” in which the customer perceives the solution. Just as individuals may see colors in that dress differently based on the way the mind filters light, individuals also use filters when making business decisions. If you ignore or fail to recognize these filters, your chance of connecting with the client plummets. Luckily, we can identify the most significant filters that clients use when making decisions, and, if applied correctly, the chances of “firing on all cylinders” with the client increases substantially.

So, What Are These Filters?

The filters presented in this example are absolutely key and foundational to implementing a consultative sales strategy and interaction that is impactful for each client and situation. There even more filters that you could consider, accelerating the risk of not connecting.

The most significant filters we apply in a consultative approach are: Behavioral Styles (based on DiSC), Communication Styles and Convincer Strategies (triggers or sorting patterns of influence)

To apply specific filters for your customer base, we could apply additional psychological factors to the mix such as behavioral economics, generational considerations, financial aspects and other key indicators that you would glean from accurate market research data regarding how your clients buy from you. This example also assumes that the salesperson knows their product information, industry knowledge and can navigate their internal customers, or you could also consider that another variable in the equation, again adding risk.

The Sales Equation

Consider this example, which displays some of the most common filters used in making sales and business decisions. In this example, if the salesperson relies solely on the “story”, which includes their product knowledge and expertise, they have a 1 in 64 chance of completely connecting with the customer. (4 behavioral styles x 4 communication styles x 4 convincer strategies). If they correctly identify and appeal to each filter, then they totally connect both in terms of understanding the customer’s picture and providing a solution that matches. If you miss just one filter, at best the message is mixed and at worst it is completely wrong.

 You Can’t Force Another Person to Filter Messages the Way that You Do!

This explains why salespeople lose opportunities even when the client situation and your solution looks identical to another that a different client may have fully embraced. To top it off, without the knowledge and experience to recognize these filters, salespeople default to their own filters when presenting their solutions to customers, which is taking a gamble that each customer will use the same filters as they do when making decisions.

In the example of the “dress”, you can’t control how your brain sees it and that is why some people cannot see the dress in blue/black and others cannot see the dress in white and gold. Hence the debate. If Joe sees it as “A” and Mary sees it as “B”, Joe and Mary may NEVER agree on the color of the dress because their perception is polar opposite.

The same is true with sales filters. You can’t force someone to see through your filters or the same set of filters that you are using. You can, however, recognize the filters and adjust your approach to the customer’s lens.

Marcia Gauger
Marcia is the CLO of DVR Learning, LLC and co-developer of our Consultative Sales Certification Program (CSC), a nationally accredited sales capability and development curriculum. Marcia has devoted over 25 years to working with sales professionals and managers to enhance sales performance. Marcia has published hundreds of articles on sales and service related issues.

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