They Never Wanted That To Begin With

Been a little while since been on the Warrior, so thought would stop by with some value for you. It's a longer post, so...

Just sit back, relax and dive into today's nuggets. Ready? Let's Roll...

Uh Oh! You Lost The Sale, How Come? And How To Avoid This! What Went Wrong?

Everything seemed great, right? Your customer was going along saying yes, they were asking questions and they seemed interested.

This will happen now and then and now is the right time to find out where the sales process may be going wrong. First, let me tell you a great quote by Perry Marshall...

"Nobody Who Bought A Drill Actually Wanted a Drill. They Wanted a Hole. Therefore You Should Advertise Information About Making Holes. Not Information About Drills!"

You should definitely reread that quote again. Go ahead I'll wait.

That is a powerful statement. You need to provide solutions to their true wants. In the drill example, people don't really want that drill, they want a hole. You should concentrate your entire marketing and sales process to providing the "holes" or basically Solutions.

When working with a lead that you generated or a customer coming in, did they come from a marketing piece you did? If they did, are you bringing them in already educated and knowing that you are the right solution?

This can be Very Important.

First, let's talk about the process which you are speaking with them currently. They either came in from an ad or marketing you did, a reference, or maybe just happened to find your store or business.

We'll talk about the people coming in from already raising their hand and requesting some type of info from you (such as free reports, info packet, newsletters, etc...) that you offered.

When you flip the script and become an educator or use educational selling you can change from being just another business to a trusted source.

When you advertise or market and offer a free report, newsletter, audio cassettes, etc...Always be giving people value.

If you went to two places and one educated you and really shared the benefits with you and answered all your questions and the second place told about how great it is and nothing else, which one would you choose?

Exactly! Decide To Be The Educator.

When you are talking to them like we spoke about before, you need to express the benefits to them. If your last client or customer bought because of one thing and this person doesn't care about that thing the last person bought it for, you are not getting to them.

Whether in person or over the phone, you want to be asking key questions to determine their wants.

Notice I said Wants, Not Needs. Remember, people will buy on emotion and justify with logic. If you express enough hot triggers or things your client or customer truly wants, you have them closer to the sale.

So, here's a quick and innocent question that can make your sales process easier...

"So what made you decide to look at using xyz product or xyz service for you or your business?"

That's simple right?

Most people will not always give you the true reason up front.

They may say they want it for environmental reasons and really want it to brag about it or they may say they want it to improve business, but really it's to free up more time so they can go play golf.

Next question, you should put your prospects on stage by saying...

"How do you think that would benefit you Mr. Buyer?"

"What would be the advantages?"

"What would that be like and what could that really do for you?"

Now, I know this is sort of backwards in so called Selling 101 methods, but I want you to ask...

"Do you have any hesitations about using this product or service?"

In selling you are always taught to get people in a buying mood which I agree with, but usually you build up to Yes! Yes! Yes!

Stay with me...

By first getting them excited and then pulling it back, you will have an easier chance of really discovering the reasons for buying and not buying. Remember the first question?

"So what made you decide to look at using xyz product or xyz service for you or your business?"

By asking the last question, now you can see what fears they have, what past experiences they may have had or even the real reason they waited till now to act.

In person, when they give you those fears or hesitations, you can immediately write them down in front of them or at least remember them.

One by one, and hopefully not tons of objections, go through and answer the objections with proof or reasons that they will avoid those with you.

You should usually say "Those are valid concerns and a great reasons to be hesitant, However..." and go on to eliminate those doubts or rejections.

Never tell them they are dumb or stupid for thinking the way they do. You will simply overcome the objection and scratch it off, then go on to the next one.

Once their objections are all crossed off, what are they left with for reasons not to?

Take them back to recap the benefits and the things the client or customer said earlier about advantages and benefits.

Then the most important part after this and please tell me you know or at least will follow this one...

Assume the Sale!

Don't talk with them as if they are deciding to maybe buy from you.
Talk with them as if they have bought from you already and you are walking them through their investment as if they already own it.

So let's break that one down real quick...

You sell auto insurance and the person tells you they want the best rates. Then you find out a few moments later that they have a daughter. You find out some of the benefits and wants they have.

Then you ask about the hesitations. You do some more digging and pull out the real reasons.

It turns out his main concern is having enough coverage and safety for his family. Not the best rates, but the best coverage.

Then he tells you he can definitely feel better at night knowing his family is protected.

Even if you can't beat the rates, you can express how your service is geared for security and protection of families. You See...First it seemed to be about prices and then it turned into the right insurance coverage and protection of his family.

Even if your customer will be paying $100 more per year, it's less than $10 month of an investment to have that extra coverage and extra protection for his family.

The Right Marketing and Using Educational Selling Will Make The Whole Sales Process Easier.

If you sell face to face you could have a book of testimonials, or articles in newspapers or magazines about you and your company, a DVD filled with happy clients' testimonials, charts, and any other proof to build your credibility.

Testimonials on websites should be there for your clients or customers to see. If you don't have any now, start asking.

Remember there is a sale made every time you speak to a lead or prospect.

The fast and easy step to remember is...

You Sell Them On Why They Should Buy Your Product or Service
or
They Sell You On Why They Shouldn't Buy Your Product/or Service