Using the Five Senses in Selling
In my previous post (Mind-control in Selling) I was talking about how selling is fundamentally a question of the influence of mind over mind, and how the formula for developing a mind control is very simple. It is a study of the five senses and the manner in which they influence the mind, and a constant effort to apply in practice what you have learned.
You have learned, in the early grades at school, that the five senses are sight, hearing, touch, smell, and taste. These five senses may be called the avenues to the mind. It is impossible for any sensation to reach the objective mind except through one of the five senses.
You should give some time to this thought. Classify all the facts you can know about anything.
- Did you see them?
- Did you hear them?
- Did you hear about them?
- Did you touch the object?
- Or taste it?
- Or smell it?
Is there anything you ever learned or could learn, except through one of these five avenues to the mind? Memory connects the mind with the past; imagination, with the future; but memory and imagination can’t grasp any impression except through its association with one of the five senses.
Imagination, like memory, is bound by the experiences and sensations that have approached the royal throne of the mind through its five avenues, though the combination of the sense impressions may be, and usually are, new.
With this thought in mind, we see that, in learning to control the mind of the buyer, it is essential that the salesperson learn to appeal to each of the five senses successfully and to cultivate his own by practical exercises.
How to train your senses?
In all sense training the method used is to improve each one of the five senses by specific exercises. The most common evidence that this method is a correct one is found in the success with which those who lack one of the senses are trained to greater expertness in the use of others.
The blind are infinitely better in their sense of hearing and feeling, tasting, and smelling than they would otherwise be, because the lack of sight compels them to rely upon their other senses. The deaf correspondingly have keener sight, feeling, taste, and smell, except, of course, when their deafness is caused by a physical ailment that has injured their other senses as well.
Cases have been known where persons deprived of sight and hearing could detect the presence of other persons, animals, and many objects by the sense of smell, and it is well known that the blind can feel the presence of persons through air pressure and very slight disturbances of the air, due to the motion of those who pass them or whom they pass.
For the salesperson the point is this: each one of the five senses can be cultivated by specific exercises.
The cultivation of any one of the five senses depends upon three things:
- First, the general physical condition of the person;
- second, attention of the will;
- and third, specific exercises.
It should also be said that the training of one of the senses increases the capacity of the others. People who are hard of hearing look closely at the speaker to read his lips and this very process adds to the sensitiveness of hearing. A person who can’t see a distant object distinctly, listens to another person describe it, in order to assist the eye to see the thing that he knows is there.
Exercises improving your mental or physical quality will exercise a beneficial influence over others (your prospects).
Every effort at self -development increases all the related powers of the body or mind. It is a scientific fact that has the greatest encouragement for all who are endeavoring to increase their personal power.
In the cultivation of each one of the five senses, just as in the cultivation of the character qualities which I have previously mentioned in this blog, your object as a student should be to improve the work of each as to its quantity, quality, time (speed), and mode of use.
Audio CD and the workbook: Develop your five senses to sell better:
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Next time: the sense of sight (including exercises)
Please keep following this blog to learn more about the five senses and how to use them to improve your sales numbers.