Summary of this Chapter:
Understanding the concept of the unconscious person is vitally important to how you relate to people and if you're in sales, have an edge. Many people don't understand that every person is in a sense, two people. If you understand who this mysterious second person is, you have the ability to understand, influence and have a better relationships. If you don't understand the unconscious person, you run the risk of getting surprised by behavior you didn't anticipate. This can mean lost sales, superficial relationships, stagnation in deals and even alienating someone without knowing you did. You might not even know this is happening to you and surprisingly, neither may the person doing it to you.
Not being in touch with the unconscious person is like driving blind.
Did you ever hear someone say, "Why did I do that?" Have you ever wondered why some things happen with people and you don't understand why?
As a salesperson, everything you do with a customer is judged by their conscious and unconscious personality. The unconscious personality can be very black and white about issues, wildly opinionated and quick to judge. The unconscious can be completely different from the conscious. If you aren't careful with how you look, act and perform you can be blocked from reaching your goal by an adversary you unintentionally created. It could be as simple as dressing a little too different or being a little less professional or conservative than you could. All of these image things could be triggers. The basic rule is to not trip up an unconscious personality. Be conservative until you are absolutely sure who you are dealing with.