Failure to Understand
Wants are more emotional, and are generally based on things like whether or not the prospect likes or trusts you more than the other sales rep.
A prospect might need to buy a screwdriver to fix up his house, but he wants to buy it from Home Depot instead of Ace Hardware because he likes Home Depot better. It’s not always a logical decision. Customers buy what they need from a sales people who know what they want.
How can you determine what a customer wants? By asking questions such as:
• Why is this problem important for you to solve?
• What value do you see in an ABC solution (solution like yours)?
• What will happen if this problem does not go away?
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