Why People Are Guarded Around Salespeople

I’m shopping at the Jewelry Exchange in Boca.

There are hundreds of jewelers all under one roof.

Owners try to lure me in with the same opening line:

“What are you looking for?”

I always say, “I’m just looking.”

However, that’s not the truth.

I’m not just looking.

I didn’t just wake up and decide to look for jewelry.

I have the intent to buy.

“I’m just looking” is a reflex reaction to sales pressure.

I know if I engage, the jeweler will try to talk me into buying.

So I’m in the Zone of Resistance (ZOR).

The ZOR is a defense mechanism that protects people from sales pressure.

Here’s how one jeweler broke through my ZOR.

(Notices my Ironman hat.)
“Have you done an Ironman?”

“How many have you done?”

“What was it like?”

“What inspired you to get into it?”

“You sound like a determined guy.”

Me: “So anyway, I’m looking for something for my wife’s birthday.”

A few minutes later, I bought a necklace.

All because the jeweler focused on me instead of himself.

Here are 7 ways to lower your prospect’s ZOR.

1. Mention something physical.
“Jim, congrats on the beard. How long have you been growing it?”

2. Be curious about someone’s location.
“Sue, why San Fransico? What is it about that place?”

3. React to a noise.
[You hear someone eating]
“Are you eating avocado toast with¬†Pink Himalayan salt? Isn’t that what everyone eats in CA?”

4. [You hear a dog]
“Is that a Pit Bull? Does it bite salespeople?

5. Compliment (only if it’s genuine).
“I love talking to creative people like you. How’d you come up with that idea?”
“Wow, two exits. It seems like you’re always hitting home runs.”

6. Mention someone’s energy.
“You sound so mellow. I want to be mellow. What’s your secret? Yoga? Meditation? It’s tofu, isn’t it?”

7. Peel the onion when someone tells you they’re using another vendor on a cold call.

“Seems like you’re ahead of the curve.”
“How long have you been using it?”
“Sounds like you’re happy with it.”
“How are you dealing with Z?”

The takeaway?

To lower the ZOR you need to let go of your agenda and focus on others.

When you’re interested in others, they’ll be interested in you.