In the early 90’s, a relationship counselor and author named John Gray, Ph.D. published a self-help bible for relationships and the battle for gender supremacy. It became one of the best-selling non-fiction works during that time, and it has sparked debates regarding the concepts tackled in the book. The title was Men are from Mars, Women are from Venus.
The book basically outlines the psychological differences between men and women and how they affect the way common conversations and relationships break down. Its main premise is that men and women only need to have a better understanding of how the other mind works in order to communicate and co-exist harmoniously.
Sounds familiar? Telemarketers also experience relationship problems with prospects on a daily basis (although not in a romantic way, of course). Conversations over the phone also sometimes suffer breakdown of communication, and just like Dr. Gray’s proposition, there should be awareness on the differences between the two parties. However, in this case, the burden lies solely on the telemarketers to make an effort to recognize the differences.
It’s not a fight
The most common misconception about relationships is the notion that during arguments, you need to fight to prove that you are right and the other one is wrong. It’s a mistake to assume that view because in reality, winning is not the key. The goal is to actually make the other person “think” he is right by changing his mood, not his mind.
By making prospects feel good about themselves, the likelihood of telemarketers getting what they want becomes more achievable. Bring them to a happy place, and position your mission.
Logic first, emotions second
When a man commits a mistake towards a woman, the man can never appeal to the woman’s sympathy by purely explaining facts and defending his actions. He can only achieve forgiveness if he acknowledges his mistakes and says sorry.
Similarly, logic should only be used in the beginning part of a pitch. You could simplify everything for the prospect to make him view things logically, such as saying, “Our product will increase your revenue by X% with only a cost of Y dollars, and you would see the results in just 45 days.” But relying on pure logic won’t be able to help you close a deal. You also have to address the emotional needs of the prospect.
Speak their language
Men use words in a literal sense and aims to convey their message directly, while women speak in metaphors, generalizations, and often say something completely unrelated to express what they feel. This difference in language usually causes them to misinterpret each other’s signals thus leading to arguments and misunderstanding.
To better understand a prospect, you must talk to them in their native tongue; keep in mind that their needs and goals are different from yours, so they would not always view things the way you do.