Often salespeople answer every question the prospect has yet we
walk on eggshells, hoping not to upset them.
We certainly want our
prospects to feel comfortable with us, but a sales call doesn't
necessarily always have to be pleasant.
Our job is to
discover a gap between what they are doing today and how our
product and service can make it better for them – finding their
"pain."
We have to make our prospects feel a little pain to discover how
much our product or service can help to ease that pain.
To uncover the pain
means the prospect will be more motivated to buy. The better you
understand their situation, then the better equipped you are to
help them to solve this pain. It turns out to be a win/win for
both of you.
On
the other hand, if you try to find pain and there isn't any,
then you know you can't help them and you can move on to other
prospects.
Make
your prospects deal with their pain instead of trying to make
everything pleasant for them. The better we are at finding what
a prospect needs by discovering their "pain," the better we
sell.
Sandler Systems, Inc. All rights reserved.
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