Here is a Management Course for you, but first let me ask you something…
Do you drive a horse driven carriage? Do you live in a tent down by the river? Do you only eat dried ramen noodles and wear clothes purchased exclusively from thrift stores?
Didn’t think so.
And you are like everyone else, including your prospects and customers that just don’t buy what you need to survive. You buy what you want. And an even stronger motivator is taking action based on what you value.
The best way to sell is to understand what motivates buyers, and then help them experience those feelings in advance. This creates the desire to take action. Mediocre sales people, on the other hand, approach calls with the intention of spraying their message, hoping they will hit upon someone who will buy. And when resistance occurs, they fire back with objection rebuttals.
If you are a salesman, you have probably experienced the frustration of selling just to needs. Think about the prospect you proved you could help save a bazillion dollars a year, increase market share by 75%, decrease turnover to virtually zero, and eliminate customer complaints, and they still did not buy. Maybe you sulked around, shaking your head in disbelief, emitting primal-like noises in frustration, muttering, “ I just can’t understand what could have possibly made him buy!”
Probably because you talked about your reasons for buying, not theirs.
Consider using Wants-Based Questions
After you have generated interest with your opening, asked your basic questions, and built a rapport, then you get into the real meat…the reasons they buy. Their wants. Use questions such as:
“What, ideally, do you want the end result to be?”
“How would measure satisfaction after you’ve used it?”
“If could design the ideal product, what would it include?”
“If budget were not a concern, what would you get?”
Consider using Value-Based Questions
What do your prospects and customers value? What do you value?
Delve into someone’s values, their core beliefs, and you will know what reality drives them.
Money isn’t everything. I need money. I want money. But what I really value is the time home with my family, attending school functions and games, coaching baseball, and bringing down my golf handicap. Values override needs and wants.
Once you have reached the comfort level with a prospect when rapport and trust have been built, it’s appropriate to ask questions that examine their innermost core beliefs, their values.
Don’t ask these insightful questions too early in a sales call—“So what is important to you in a bathroom cleaning supplies vendor?” It forces prospects to think too much. As if the prospect places his bathroom cleaning supplies at the top of the things he lusts for daily. But, after the rapport is there, it’s not too awkward to ask.
“I know this is just one of the many responsibilities you have, but I want to make sure I’m giving you the best recommendation possible. So tell me, what is the most important to you about the maintenance of your facilities?”
I hope you learned the following from this Management Course: Make it a goal to question for, and to understand the wants and values of your buyers. You will build more trust, and have longer lasting customer relationships.
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