855-729-8178

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Trouble Uncovering the Need?

Trouble Uncovering the Need?

A few weeks ago I had written a blog about the Art of Persuasion. In the article, I had explained the difference between a feature, an advantage and a benefit. The feedback I received was overwhelming in a lot of different directions about persuasion. So, I wanted to talk more about actually uncovering the need for a product or service.

A good sales person always starts an appointment by asking questions. Not just any questions but open ended questions. In other words, never ask questions that just allow a simple yes or no answer. You want to learn from the prospect through a conversation. Your questions must direct the conversation in the way you want it to flow. Don’t let the prospect get off topic. The next part is you must listen. I mean not only listen to their words, but the voice inflections and body language. Prospects don’t always tell you the truth with their words, but the truth is between the layers of how they say it.

As an example, I was field training an agent after an initial appointment with a new prospect. When we came out, I asked the agent what he had learned from the prospect feedback to our questions. I was amazed at how many signs he had missed. Then I began to tell him step by step the responses to our questions with the change in body language and voice qualities. The agent was amazed to hear back from the client a couple of days later that what I had perceived was dead on accurate. The point of this example is, it’s not what they say but how they say it that really matters.

Once you have the knowledge of their problem or issue, you must present your product or service in a way that solves the issue. The best way to present is to use stories to engage the prospect into how it feels to resolve their issue. How much better their life will be with your product. The price is just a small investment in being so much better off with your product or service.

Remember, facts tell but stories sell. A great sales person is a great story teller.

Tim Wilhoit yourfriend4life.com

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