Cornbread Thinks: Selling is not Showing

As a seller, you don’t need to demonstrate your horse training skills by picking up and correcting your horse constantly. If the horse gets out of position and you can correct it by gently picking him up one time, fine. Correction after correction just says the horse is not trained. It creates doubt in a buyer as to your ability to be the trainer. Most aren’t, and they know it (deep down anyway), and that is where you are navigating, deep down. You are not going to fool an astute buyer – the one with the big checkbook.

You do not need to work every cow in there or work like you are in the semifinals. Two head is plenty. Sale cattle aren’t finals cattle; leave something for the next guy. Slow down, take your time. Ease out a good cow, not just any cow. Get a good stop, or four. Get some pretty turns. Quit. Ride around, show how easy your horse handles. Show how quiet she is. Show how she will just stand. Showcase her strengths not her holes. Allow people to get a good look. Project confidence. Let them digest what you’re feeding them. Let them imagine themselves on that horse. A horseman at home on a much-loved horse, visiting, showing, hanging. What we do. Make it look easy, not a project.

Most people don’t really know why they pull the trigger. People think they do, but there are factors involved that people aren’t even aware exist. Try this: Your favorite color? Blue. Why? Soothing. Why? Go again. Go all day, you won’t really get there. It has to do with the mechanics of your eyes. How many and the ratio of the rods and cones (the parts that detect colors) in your retina. Everyone is different. The colors that are easier to decipher are your favorites. Women are generally better able to discern different colors, very valuable in finding edible plants. Men are better at detecting motion, valuable for hunting. Caveperson stuff.

To sell, you must understand your buyer much more than your product. It’s much easier to sell people something they want than just what you have.

Cornbread Thinks: Make them want what you have.