The Double Edged Coin Of Congruence
By George W. Hutton
Don’t you love mixed metaphors? OK, me neither. On with the article.
Once you understand a little bit about body language, it’s really fun to watch politicians. Then you can watch their facial expressions, hand movements, and body language to try and tell when they are lying. Some people have said that since all politicians lie most of the time, Nixon was the best president ever. Not because of any of his policies, but simply because it was so easy to tell when he was lying.
When you are selling anything, it’s very important to be congruent in your communication. If you say anything that’s not true, your customers will know it. That’s one of the reasons why Zig Zigler, one of the greatest sales writers who ever lived, said if you are going to sell pots and pans, you’d better be using those same pots and pans. It’s hard to sell a product that you don’t believe in.
If you are selling a product that you’ve created, this is easy. But if you are trying to sell somebody else’s product, you’d better be careful. It’s always a good idea to make sure you really understand how the product works, and why it’s the best one out there. If you truly don’t believe that it’s the best one out there compared to the competition, you shouldn’t be selling it. Not because it’s morally wrong or unethical, simply because it’s very hard to sell something you won’t believe in. There’s no money in it.
The other side of the congruence coin is the customer. It’s a lot easier to sell something to somebody if you truly understand their needs. It can be easy, and you might get some good results, but simply listing all the benefits you can think of and hope that you hit enough hot buttons to make a sale, but this isn’t effective. You’ll only sell to a small percentage of people using this method.
So what kind of sales techniques do most people use online? Sadly, most people are neither congruent with the products they are selling, nor do they make any effort to congruently elicit the wants and needs of their customers.
This naturally leads to tons of people selling products they really don’t understand or appreciate, to people whom they know nothing about. Consequently, the Internet is filled with scammers selling snake oil to each other.
However, this is good news for the congruent seller of appreciated products to people whom you understand. Since few people are doing this, you’ll shine like a light in the darkness, selling a good product to people who really want and need it.
Sure, it may take more time to develop an audience, but in the long run, you’ll generate a lot more wealth.