Music is in Sales: 4 steps to a coherent sales concert


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Text comes from: Musik liegt im Vertrieb: Kunden emotional erreichen (2015) by Ralf Koschinski, published by Haufe Verlag, Reprints by friendly permission of the publisher.
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If music is to be distributed in sales, rationality must be linked to emotions. But: Only those who send moving emotions, reach their counterpart. Sale


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Ralf Koschinski Ralf KoschinskiRalf Koschinski is Dipl.-Kaufmann, Coach & Mittelstandsberater.

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Ratio and emotions

If music is to be distributed in sales, rationality must be linked to emotions. But: Only those who send moving emotions, reach their counterpart.

If the important emotional part gets its place beside reason and all logically meaningful elements, a sales concert of the extra class becomes from a date. The following points are important:

1. Commitment

Commitment is the essential basis of complete sales. At the same time, the term characterizes personal commitment to a cause. Whether volunteer or at work - when the fire burns in us, we hardly feel the effort.

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In music, commitment means both the contractual obligation of an artist and his personal passion, which makes him practice day by day for a long time in order to maintain and develop his performance level.

This parallel is not automatically found in the sale. But what would happen if vendors were working with their own sales skills with the same dedication they showed (sometimes) at the customer?

Only when the inner drive is right, outstanding results can be achieved.

  • Only if sellers can put themselves in a good condition, they will also give their conversation partner a positive feeling.
  • Only those who are willing, always to prepare themselves, on the respective customer, the situation and the common goals, can also make degrees.

2. Expectations

The curtain in the concert hall awakens the anticipation of the idea, the overture the expectation of the listener on more.

The same is true in sales: if the seller does not succeed in producing an expectation in the customer's mind, it will be difficult in the course of the sales pitch. What should the customer be happy about? Customers want the prospect of the best possible solution to progress.

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Sellers need to open new perspectives and create the prospect of something new, something different. If they not only initiate this expectation, but also stage it, they lift the relationship with the customer to a higher level.

From product sales to solution sales, the seller of the new generation is increasingly becoming a “sales client coach”. He is no longer just a consultant, but recognizes the causes and interdependencies of the customer situation and can then act as a source of ideas and a source of inspiration.

3. Identify bottleneck

In sales, a bottleneck is something that inhibits customers, which they perceive as a defect and whose elimination could make them more successful or happier. Bottlenecks are the source of real customer requirements.

In the art of the seller, it is up to this skill, which is the actual (desire) motive of the customer, to discover with skill and methodology.

Before a concert or performance, musicians also deal intensively with the selection of tracks, the repertoire, in order to satisfy the needs of their audience: “What do people want to hear? How can the greatest possible enthusiasm be achieved? ”

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Transferred and essentially compressed to sales, this means: “What is not or not sufficiently available at the customer? What does he need more of? ”

Winner is the one that solves problems for customers optimally, he can hope for further orders. Buyers not only buy after the price, even if it often works like that. They buy from the supplier, where they see their real motivations (prestige, power, negotiation result, recognition, security, variety, spontaneity, etc.) realized.

4. Development

Audience enthusiasm expresses itself through encore calls or standing ovations.

Even salesmen should strive daily after the applause of their customers. This is why the development of the sales department is characterized by playing on the keyboard of customer enthusiasm. Development means reliably delivering promised services (ratios) and further expanding the customer relationship (emotions).

Taking customers for granted is a big mistake. The competition does not sleep, it lurks only until the competitor becomes careless.

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That is why it is important to remain unique even after the sale has been closed: “How can customers creatively think of that Company be bound? ”

Each salesperson has the opportunity to impress his counterpart, to be important to his client and to be a defining feature. It can encourage, inspire and give buyers other, new, emotional experiences.


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