Most everyone in business is familiar with the concept of contrarian thinking, especially as it relates to the stock market. The idea is simple: if everyone else is selling, you ought to be in there buying.
When it comes to stock market investing, Warren Buffet is perhaps the most famous contrarian thinker in the world. Very large portions of his net worth were created through the magic of contrarian thinking, as he snapped up stock market values that become available at times when everyone else was “panic” selling.
Later, those investments turned out to be amazingly astute, hence Buffet’s long-held position as one of the most respected investors in history.
That’s all well and good, but how can Warren Buffet’s investing model be applied to the sales professional of today?
Simple, really. By implementing a version of contrarian thinking that will set you apart from your competition in an innovative and engaging way.
Most salespeople approach a typical face-to-face business meeting in much the same way that most investors approach a typical market scenario. When everybody’s buying, the typical investor buys, too. Taken in the context of a sales visit, when the customer or prospect conveys a particular idea or thought the average salesperson nods his head in lockstep agreement, kind of like one of those silly little “bobbleheads” you see in stadium gift stores.
But what if a more savvy sales professional resisted the urge to simply agree with everything his customer was saying, and instead threw out a thoughtful, contrarian point of view every now and again?
Examples:
• Your prospect indicates that he’s a long time Green Bay Packers fan. You take a small risk and counter with the fact that you like the Vikings.
• After finishing lunch with a customer, she tells you she just purchased a brand new mini-van. Rather than responding in the way she expects you to by saying, “oh, that’s nice,” you say, “wouldn’t you really rather drive an SUV?”
• In a casual meeting with a client you’ve been trying to win over, he mentions that he’s a big NASCAR fan. Without belittling his interest, you chide him by saying, “tell me what is so much fun about watching those cars go around the same circle, over and over again!?”
All of these contrarian approaches have two key things in common. First, they stimulate active, interesting conversation instead of the usual “harmony” that is created by agreeing with everything your prospect says. Secondly, by having the courage to speak up and present an alternative viewpoint, your potential client will respect you far more than she will if you do what everyone else does - which is to take the easy route by nodding in agreement all the time.
Of course, a little common sense goes a long way if you are thinking of trying such a contrarian style. Do your best to avoid touchy subjects like politics or religion. And whatever you do, steer clear of wrinkling up your nose in a way that suggests you feel pure disdain for your client’s thoughts or ideas. The point here is to behave in a contrarian way, not an abrasive one.
Give it a try. You are likely to find it an effective way to perk up communications and put yourself on a whole new level compared to your competition.
By: David DiCola
David DiCola is a 20-year veteran of sales & marketing management and the author of Customer Golf – The Short Game, a novel about overcoming obstacles in business and in golf.
When it comes to stock market investing, Warren Buffet is perhaps the most famous contrarian thinker in the world. Very large portions of his net worth were created through the magic of contrarian thinking, as he snapped up stock market values that become available at times when everyone else was “panic” selling.
Later, those investments turned out to be amazingly astute, hence Buffet’s long-held position as one of the most respected investors in history.
That’s all well and good, but how can Warren Buffet’s investing model be applied to the sales professional of today?
Simple, really. By implementing a version of contrarian thinking that will set you apart from your competition in an innovative and engaging way.
Most salespeople approach a typical face-to-face business meeting in much the same way that most investors approach a typical market scenario. When everybody’s buying, the typical investor buys, too. Taken in the context of a sales visit, when the customer or prospect conveys a particular idea or thought the average salesperson nods his head in lockstep agreement, kind of like one of those silly little “bobbleheads” you see in stadium gift stores.
But what if a more savvy sales professional resisted the urge to simply agree with everything his customer was saying, and instead threw out a thoughtful, contrarian point of view every now and again?
Examples:
• Your prospect indicates that he’s a long time Green Bay Packers fan. You take a small risk and counter with the fact that you like the Vikings.
• After finishing lunch with a customer, she tells you she just purchased a brand new mini-van. Rather than responding in the way she expects you to by saying, “oh, that’s nice,” you say, “wouldn’t you really rather drive an SUV?”
• In a casual meeting with a client you’ve been trying to win over, he mentions that he’s a big NASCAR fan. Without belittling his interest, you chide him by saying, “tell me what is so much fun about watching those cars go around the same circle, over and over again!?”
All of these contrarian approaches have two key things in common. First, they stimulate active, interesting conversation instead of the usual “harmony” that is created by agreeing with everything your prospect says. Secondly, by having the courage to speak up and present an alternative viewpoint, your potential client will respect you far more than she will if you do what everyone else does - which is to take the easy route by nodding in agreement all the time.
Of course, a little common sense goes a long way if you are thinking of trying such a contrarian style. Do your best to avoid touchy subjects like politics or religion. And whatever you do, steer clear of wrinkling up your nose in a way that suggests you feel pure disdain for your client’s thoughts or ideas. The point here is to behave in a contrarian way, not an abrasive one.
Give it a try. You are likely to find it an effective way to perk up communications and put yourself on a whole new level compared to your competition.
By: David DiCola
David DiCola is a 20-year veteran of sales & marketing management and the author of Customer Golf – The Short Game, a novel about overcoming obstacles in business and in golf.
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