I was taking my morning 3-miler (in 20 degree temps, which simply means that Spring still starts up here in May regardless of what the calendar says.) I do some of my best thinking when I’m walking. I started thinking about more funky ways to make the point that sales involves so much more than features, benefits, yakking etc. In its simplest form sales and closing are all about Dialogue, Questioning and Impact. If those three are brought into the sale, one of two things will happen:
- Elimination of a bad prospect
So the equation runs like this. Dialogue plus Questions plus Impact equals a sale or a close. Move over Einstein, this is the Theory of Sales! Let’s assume for a second that Sally Sue is into the sales call. She started off with a good agenda so there is some conversation about the prospect’s company, the industry and other topics relative to this sale. D and Q are instrumental in that they lead to I so let’s talk about Impact.
Why do people buy things? They are either attracted to something they want or they need to avoid something bad. (Or as some sales training defines it-PAIN.) Obviously, the latter of the two is the strongest buying motivation. Some things are nice to have but we can do without them. Other potential purchases are a must because if we don’t have them dire circumstances could result. The more dire the better chance that something will be bought.
Which brings us back to D and Q. Without questions and dialogue there will be no impact. If Sally Sue does her job correctly sooner or later she will need to put this question in front of John Q. Customer. “John, what will the result be if you don’t solve the issue of…..” Or. “John, have you thought about what this issue costs the company”? (Or maybe the prospect himself.)
All of us have been around long enough to have seen the statue of the blindfolded woman holding the scale of justice. I think about that on a sales call because the cost of a prospect’s problem has to be more than the investment in my solution.
The Final Thought: “You create your opportunities by asking for them.” Shakti Gawain