Secrets of Selling to the Faker



Have you ever been taught to fake it ‘til you make it?

We’ve all done it at some point in our lives. Maybe you’re still doing it now.

The only problem is that when we accept that we have to fake it, our brains interpret it as “we’re not good enough the way we already are.” And that’s no way to live.

Unfortunately, advertisers have picked up on our insecurities. Every day, they’re inundating us with messages that can make us feel like we’re “less than” if we don’t drink their beer, wear their clothes, or drive their cars. And when you consider that the average person spends almost 10 hours a day consuming media, it’s no wonder our brains have been rewired and our buying patterns are becoming more and more ingrained every day.

The good news is that when you understand the psychology of the person you’re selling to and how THEIR brains are wired, you’ll be able to help them get what they want most efficiently. As salespeople, isn’t that what we all want?

In this webinar, we’re talking about the selling to “The Faker” (to learn more about the other types of people you might encounter in a sales situation, check out my overview on The Secrets of Buying Psychology).

First, we need to understand who the Faker is and what drives them.

Well, to start, they make up about 30 percent of our population, and they’re often easy to spot. They drive flashy cars, wear designer labels, and they want you to show them expensive houses they probably can’t afford. A few other things to note:

  • They’re fun loving
  • They like to escape reality by watching TV and playing video games (it helps them forget the “fake it ‘til you make it” mantra constantly running through their brains)
  • They desire to better their lives but they’re having difficulty achieving that

If any of that sounds familiar, that’s OK. As I said, most of us have been there! In fact, 80 percent of The Royals (also known as the people who can actually afford those expensive homes) started out as fakers.

When you break down the faker to their core, you’ll find some common themes. Their biggest fear is being found out as someone who can’t afford the lifestyle they’re pretending to lead, and their biggest motivation is to be desired.

With that understanding in mind, you can take the next step in identifying the faker by simply asking the Power Question:

What’s most important to you about _______________?

The faker’s answers will typically revolve around maintaining appearances. You might hear them mention wanting to live in a home where they have access to nightlife. They’ll talk about buying a place that represents their lifestyle (well, the one they want to project, anyway). They want to be able to entertain all their friends and impress them with they were able to buy.

Once you realize you’re dealing with a faker, a lightbulb should go off in your brain. This is someone who wants to appear as more than they are, and they’re sensitive to anything you say that might indicate you see through their facade. By recognizing their motivation to be desired, you can begin to position yourself as the person who can help them get what they want.

Let’s say we’re talking about selling a home. Here are few things you can say to help the faker begin to mentally inhabit the property you’re showing them:

  • “Look at that giant bathtub! I bet more than one person could fit in there.” This feeds right into their need to be desired (and do some creative visualization).
  • “What an awesome pool! Doesn’t this look like a great place to have a party?” It’s music to a social butterfly’s ears.

By firing off these images in their mind, you’re connecting with the faker’s deepest needs and motivations. To be desired. To be surrounded by friends. Maybe even to be envied. When you take that knowledge and combine it with the Power Question, you’ll be in the position to make every sale.

Now, here’s a little assignment for you:

  • Practice and play
  • Start asking the Power Question in multiple ways
  • Write your script (or steal mine)
  • Take action

You can start right now, and I’m really interested to hear how your sales increase as a result. Please leave your comments and feedback here, and join our Seriously Happy Facebook group so we can all share and celebrate your successes. Good luck!

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