Visnostic selling translates your information from vendor-speak to client-speak, and sellers who understand the fundamentals of visnostic selling will change the way they think about sales. Kimberlee Slavik has been a top performer in sales for more than 20 years, and she recently released a book called Visnostic Selling. Her goal is to help sales and marketing professionals harness the power of neuroscience by translating vendor-speak into client-speak. Storytelling Kimberlee always assumed her sales success resulted largely from dumb luck until she listened to Michael Bosworth’s latest book, What Great Salespeople Do. The book talks about storytelling and neuroscience and explains the chemical reactions that happen in the brain. Stories make the Bible the best-selling book of all time because they allow readers to visualize events. She was listening to the book while she was driving so she couldn’t highlight or make notes, but the content made sense to her. It was the first time she recognized the science behind her own success. Because her career selling complex intangibles requires her to qualify clients very well, she must be able to articulate what she can do for them. She hopes to help other people figure out the science that it took her so long to discover. Visnostics Visnostics is a trademarked word that combines visualization and diagnostics. Instead of showing up to a demonstration with a bunch of slides or a brochure or a website full of words to say, visnostics teaches you to reword everything. Speak in the first-person as though the client was actually saying these things. When you do, it triggers a completely different response in the brain. The order of words also plays a tremendous role. This isn’t a questionnaire that asks questions on your way to helping you diagnose. Truthfully, no one looks forward to filling out surveys. Instead, provide a statement instead of a question and offer three different ways to respond: “I can say this today.” “I wish I could say this today.” “I don’t know.” If your prospect chooses the first option, he must score himself on a scale of 1 to 5, with 1 meaning he has a long way to go and 5 meaning it’s perfect. They’re very engaged because they know they have to respond to what you’re saying. It allows you to sort of hijack the prospect’s brain because they have to concentrate to answer. It’s a powerful tool for sellers. When you trigger chemicals in your client’s brain without him even realizing it, that’s powerful. The prospect wants to tell you his story because this is what the visnostic statement creates. Instead of the seller doing all the talking, this process prompts the client to share their stories. Visnostic statements The book teaches people to create a spreadsheet in which one column includes all of the seller’s gnostic statements, and the book also helps sellers understand how to create those powerful visnostic statements. Another column maps out each of the visnostic statements to a summarization of a statement of work. In other words, how you can turn a non-strength into a strength. Once the salesperson walks the client through the statements, they’ll have a sense of the things that the client is doing well, the areas with the biggest room for improvement, and areas that simply need tweaking. Within an hour or two, the seller can be confident and competent in front of their clients. Getting started Kimberlee begins by asking sellers to visualize a dollar sign,

Ask this episode

“What did the council decide on item 42?” — answered with the speaker and the moment.

Transcript

Related