The minute I get a thought, I capture it. For the past year or so, I’ve been texting myself through voice dictation. It works. It’s the same way I am writing this column. Voice to text. It works.
I’m about to show you, and share with you, some of those random thoughts. They are in no particular order, and as I paste them into this word document I’m reading them aloud and altering them. (That’s how I edit.) I’m reading them and expanding them on the spot so they become even more valuable and applicable to a salesperson. You.
When someone asks you a question, ask yourself, “Why are they asking this, and what does this mean in terms of this person moving toward a purchase?”
There’s a motive behind every question a prospect asks. And that motive is the sales driver. In reality they’re thinking to themselves, if this function works, I can increase my sales. That’s the motive, not the function.
For example, they may ask you, “Can this function take place?” If you answer, “Yes,” then you’ve gone right past sale. If you answer yes and then ask, “What will this function lead to?” or “What makes this function important to you?” you will then uncover the real buying motive. In sales this is known as the hot button. The reality is, it’s your money.
WHAT ARE YOU THINKING?
• In sales, the largest chasm is the difference between knowing and doing. You already know everything; the problem is you’re not doing it.
• How many of you cannot afford to buy what it is you are selling? And how does that affect your belief system? And how does that affect your passion to close the sale?
• Whoever said, “Thoughts are things,” only had it partially correct. The better statement is, “Thoughts become things when plans are made, belief is strong, and action is taken.”
• In a game of “sales chess” you have to be thinking at least two moves ahead or you’ll likely lose your queen.
What do they really want?
Your customer doesn’t want to buy a ball bearing. They want to keep their plant producing. Customers want outcome, not product. Your customer does not want a can of paint, brushes and rollers. Your customer wants a beautiful room or an updated look to the exterior of their home. Sell outcome, not product.
Is your presentation full of generalizations or customization? If you only generalize for the enterprise and generalize about the business, you will lose. But if you customize for your customer, or their customer, they can visualize what’s in it for THEM, and they will buy.