How often do you talk prospects into buying things they don't want? Probably not very often. How often do you talk prospects out of buying things they do want? Probably more often than you realize!
Salespeople have a great deal to talk about: the features and associated benefits of the product or service, as well as the advantages of buying from their company. All of which is fully documented in advertising literature and marketing materials.
Who cares?
The salesperson cares. The marketing department cares. The advertising agency cares. But, does the prospect care? The salesperson doesn't know. He's been too busy delivering his sales monologue. Overloaded with information to consider—some of which may have nothing to do with the reasons the prospect would buy the product or service—the prospect has little alternative than to "think-it-over" or perhaps seek out another salesperson who will at least listen to what she has to say.
The salesperson's objective should be to find out why, and under what circumstances, the prospect would buy the product or service from him. That requires a dialogue, not a monologue. The salesperson must ask question to elicit the prospect's interests, concerns, and expectations.
During your next initial interaction with a prospect, withhold your product knowledge and unique selling points. Instead, start with a question to uncover the prospect's mindset regarding the acquisition of your product or service. Here is an example for a company that provides overseas shipping services.
"I suspect you have some specific concerns about your overseas shipments. Why don't you tell me what they are and then I'll do my best to address them?"
Once the prospect reveals his concerns or interests, you can ask additional questions about their significance. The more questions you ask, the more the prospect talks, and the more you will learn about potential opportunities and how to favorably position your product or service.
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