During the sales process, the buyer (business prospect) has a need or more than one need. He or she will also have wants that are active and not-active or latent. Wants are those things that go beyond the sufficient and necessary criteria residing within the needs.
For example in buying a car, I need to buy a car because there is no public transportation where I live (in the middle of a cornfield). So to buy a cross-over vehicle valued around $35,000 becomes a want (exceeds the necessary and sufficient criteria since a $20,000 vehicle would meet my need of having transportation).
As the assistant to the buyer, my role is to create a significant chasm or gap between the gains or rewards for achieving the want and the losses or consequences for not achieving this want. In widening this gap, the more that I can show significant economic impact along with organizational impact on both sides, the greater likelihood is that I will walk away with a commitment and eventually a sale.
For example, many of my clients are executive or business owners react to this simple question: Are you where you want to be? During our initial free consultation meeting, I have them share where they want to be. Through their responses, I then ask additional questions such as: If you achieve this want, why is that important to you?
Further questions widen this "Why Gap." As the business prospect shares his or her responses, my goal is to quantify the impact in projected or actual dollars. When this fact-finding session is completed, the prospect now sees the dollars involved by achieving the want and more importantly what happens if success is not achieved.
Your ability, as a sales person, to ask probing questions that widen this Why Gap will help you to increase sales. And an added benefit, is that you should be able to demonstrate a return on investment for the business prospect.
Sales Coaching Tip: Widen the Why Gap between Gains and Losses to Increase Sales - To learn more about this author, visit Leanne Hoagland-Smith's Website.
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