You’ve probably heard the saying, “Telling is not selling” and that the key to sales success is to be a good listener more than a good talker.
Both of these points are true BUT they miss this key distinction: You need to ask the right questions in order to elicit the responses from your prospect in order to close this sale.
In today’s Psychic Sales lesson, I’m going to give you three specific questions to ask your prospect that will help you elicit your prospect’s buying criteria. You will know the deep, psychological reasons your prospect’s wants what you’re offering. Knowing this will boost your closing percentage and bank balance.
Here are the three simple, albeit powerful questions.
1. What’s most important to you in a ________?
This question helps you determine the conscious reason someone is thinking about buying a product or service like the one you’re selling.
It can be expanded by asking, “What are the three most important things to you in a ______?”
These are your prospect’s hot buttons and the benefits she is look for.
Here is a MAJOR, advanced sales point: The only benefits you should be talking about are the ones your prospect has specifically told you are benefits.
Read that again.
As sales people, we are taught to talk about the benefits of our product or service. This is true BUT a benefit is really only a benefit if the prospect says it is.
You will actually un-do a sales and bore a prospect if you start talking about benefits that don’t interest her.
This first question tells you what to focus on.
2. What is important about that?
You want you’re prospect to go deeper and give you the reason why the benefit(s) she wanted are actually what she wants. In essence, she is telling you how to sell her.
3. To make sure I clearly understand, ultimately what would that (whatever your prospect’s answer was to question number 2) do for you?
Powerful stuff. You are taking your prospect on a deeper psychological discovery process where she will tell you the real reasons, the subconscious reasons, she wants to buy a product or service like the one you are offering.
Let’s assume you are a financial advisor and you are talking to your prospect “Bob” and see how this might play out”
You: “Bob what is important to you in a financial investment?”
Bob: “Well, I’m looking for security and a double digit return.”
You: “I can appreciate that is important to, isn’t it. (Nod yes.) Bob, what is important to you about “security and a double digit return?”
Bob: “Well, in the past, I’ve lost a lot of money in the market and I need to make some of it back.”
You: “I understand, Bob. Let me ask you a question. Ultimately, if there was an investment that gave you security and a double digit return, what would that do for you?”
Bob: Hmm. That would let me retire by age 55 and be able to enjoy myself without having to worry about money.”
You: “That makes a lot of sense. And that’s the reason I…get excited…when I start talking about annuities. The best thing about annuities is they give you security and, although past performance doesn’t predict future performance, the annuity I’m going to recommend has averaged an 11% return over 5 years. If you…now take action…you will be able to retire by age 55 and be able to enjoy yourself without having to worry about money.”
Do you see how deep you went with your prospect by asking those three questions? You not only discovered what your prospect wanted on a surface level but what he really wanted on a psychological/ emotional level.
A couple important points:
1. Be sure to feedback the exact words your prospect says. Words have meaning and are attached to specific feelings your prospect has. You want to trigger those positive feelings by using the precise word your prospect uses.
2. There is a lot going on in the summary statement you make, including some powerful embedded commands including “get excited” and “now take action”. We’ll talk more about embedded commands in a future lesson.
For now, write down the three questions on index cards and keep reading them until you have them firmly implanted in your mind. Most importantly, start using them immediately in your sales presentations. You’ll be thrilled with the results.