Everyone knows the Golden Rule: Do unto others as you would have done unto yourself. It seems like solid wisdom, yet have you thought about its implications? If individuals treat other people the way they prefer to be treated, the end product is an egocentric world. Each person becomes the measure of what is right and good.
If we apply the Golden Rule to selling it means that sales professionals would approach the prospect and make a presentation from their vantage point, how they evaluate and make buying decisions. Clearly, that doesn’t make sense. It doesn’t work. Yet many salespeople unwittingly do just that because they fail to read and adjust to their prospect’s buying style. A different perspective is required.
Platinum Rule: “Do Unto others as they would have done unto themselves.”
Years ago, Dr. Tony Alessandra proposed the Platinum Rule. It states: Do unto others as they would have done unto themselves. This profound twist changes everything. Now the standard of measurement is based on the other person. How does the prospect value the product or service? How is it of benefit?
Research has shown that there are at least 4 distinct personality styles, and thus 4 different ways buying decisions are made. The super sales personnel automatically adjust their approach to match that of the prospect. This subtle shift delivers the messages that “we’re alike.” They exude AlikeAbility™. Unconsciously the prospect relaxes. Trust goes up. Suspicion goes down. The opportunity to do business has increased.
Bottom Line: More Sales
When salespeople apply the Platinum Rule, they get results. They get more sales.
About Dr. Nancy Zare
A retired professor and psychologist, Dr. Nancy Zare originated the AlikeAbility™ System to teach business owners and sales professionals how to read buying styles and close more sales. She offers a complimentary AlikeAbility™ Assessment that includes the strengths and challenges of your buying/selling style. Contact her at nancy@RapportBuilderz.com to receive your copy by email.
