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Sales Tip for July 2010 - Volume
2 |
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Why is "What" the Most
Important Word in Sales? |
When a prospect expresses interest in
your product or service, “what” plays a pivotal role in developing
the potential opportunity. Why? Because asking “what” questions in
the early stages of the selling cycle facilitates obtaining the
information needed to understand the nature and scope of the
opportunity. And, in the latter stages, “what” questions help you to
determine if your product or service represents the best fit for the
defined opportunity.
Let’s examine some of the “what” questions to which you will need
answers as you work toward defining the opportunity.
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What does the prospect want?
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What does the prospect need?
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What triggered the need or desire?
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What, exactly, is the prospect
attempting to accomplish? (What problem is the prospect attempting
to solve? What goal is the prospect attempting to achieve?)
The answers to these questions will
enable you to initially determine if your product or service will
satisfy the prospect’s perceived needs.
As the scope of the opportunity
begins to take shape, you need answers to additional “what”
questions to get a sense of the prospect’s commitment to move
forward with a purchase.
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What, if anything, has the prospect
already attempted to do to fulfill the need or desire? And, what
was the outcome of the attempt?
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What level of urgency has the prospect
assigned to satisfying the need?
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What are the likely consequences if
the need or desire is not fulfilled?
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What are the prospect’s expectations
regarding the investment necessary to fulfill the need?
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By what date and by what means will
the prospect ultimately make a buying decision?
When you have fully defined what the
prospect wants and needs, and you have determined that you have an
appropriate product or service to offer, there are additional “what”
questions for which you will need answers before you begin working
on a presentation. What are some of those questions?
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What would cause the prospect to award
the sale to one company rather than another?
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What can you provide that not only
specifically addresses the prospect’s need, but also
differentiates your company in a favorable manner from your
competitors?
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What additional benefits will accrue
to the prospect by doing business with you?
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What value does the prospect place on
those additional benefits?
When you have answers to all of the
“what” questions, you'll know whether the opportunity is one you can
win ... and what it will take to win it. What could be more
important than that?
©
Sandler Systems, Inc. All rights
reserved.
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Danny Wood is a
nationally known trainer and speaker on sales and sales management
and a Sandler Training affiliate.
Danny specializes in
working with business owners, CEO’s and senior managers to maximize
the return on what is often their most underutilized resource, the
sales team.
Danny’s work has been
noted for providing his clients with the ability to realize millions
of dollars in additional business that would otherwise have never
materialized or would have been lost to competitors.
His knowledge,
experience, and tremendous respect for the Sales Professional led to
his being selected by NJEntrepreneur.com to be their Sales Expert. |
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"Our sales went up 30% since we started with Danny’s program."
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