When coaching salespeople I drill into them that nobody and I mean nobody wants to buy products or services. Whether it’s toothpaste, soap or high priced accounting services, no one cares about you or your product.
They only care about the result they’ll get and whether it’s value for money, time or effort expended.
Now before I give you an example of how to find out what your prospects really want, realise this.
You cannot sell anyone anything!
Transcript
When coaching salespeople I drill into them that nobody and I mean nobody wants to buy products or services. Whether it’s toothpaste, soap or high priced accounting services, no one cares about you or your product.
They only care about the result they’ll get and whether it’s value for money, time or effort expended.
My name is Rashid Kotwal.
Now before I give you an example of how to find out what your prospects really want, realise this.
You cannot sell anyone anything!
People buy things to solve issues. Ergo, first they must have a problem. They want to avoid something (pain) or aspire to something else (pleasure and happiness).
Your job is to help connect your product or service to the specific emotional and logical outcomes they want so they realise you’re the solution to their prayers.
Which frankly is where many salespeople go horribly wrong.
They “vomit” features and benefits all over their prospect with scant regard for what’s valuable to them.
And while your product may well have many benefits, it’s vital you do two things.
Find out and then only talk about the specific benefits that are important to your prospect. And then connect these benefits to an emotion or feeling which is the ultimate outcome they really want.
A starting question is what are you looking for in a solution? They’ll give you a list of items. You you need to find out which are really important and why. Which are the nice to haves but won’t sway the decision. Then only focus on the former and drill down till you get an emotional reason they want these.
Then link this back to your solution and show them how they can achieve what they really want.
Remember, ultimately we all buy on emotion and then look for ways to justify our decisions with logic. And I don’t care whether this is a personal purchase or for a large corporation. This holds true.
So, following this, we have a comprehensive process we coach our professional services clients to use.
Right now you can have the outline which goes over every step including questions to ask. Follow the process and I guarantee your conversion rate will improve. Just message me and I’ll send it over.
It’s our shout.
Till next time, this is Rashid Kotwal.
