Great salespeople know the real issue which helps prospects discovers why they should buy. It seems too simple, but the only real question is “why” would you buy?
Many salespeople fall into the traps found when “why” is not discussed. Salespeople think the key to selling is transferring their product knowledge, “if I can only let them know how smart I am they will have to buy”. Sometimes the salesperson believes if they read the mind of the prospect, if they just assume what the “hot buttons” are, they will be able to persuade them to buy. Often sales has been seen as an exercise in arm wrestling…constantly trying to overcome stalls and objections until the prospect gives up.
If you think about the typical car salesperson, they will talk about horsepower, torque, leg room, gas mileage and countless other features, but they rarely ask the potential customer “why” they need a new car.
The key buying motives are always found in the complex answers we find behind the question of “why”. We are not saying all you need to do is walk in and say “why do you want my product or service?”. Great salespeople have mastered the art of asking every conceivable question about why the person needs the product or service, then capturing all the emotion that is involved. Human beings buy for their reasons, not the salesperson’s.
Think about this before your next sales call or ask for help from Sales Concepts at 440-575-7000.
