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Guest post by: Cheryl A. Clausen Become an Author

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No matter how ready you are to sell something you can’t sell anyone anything they don’t want. You can say all the right things yet walk away without a sale and not know why. However, if you’ll add these 5 checks to your sales conversation list you’ll sell more.

While you can control what you say and do, your actions and your words are far less important than the potential client you’re talking to. Some potential clients don’t readily give out more information than you ask for making it difficult to know exactly what they’re thinking. Yet, what they’re thinking is exactly what you need to know.

A buyer will not buy unless they hold these 5 beliefs:

1. They must believe they have a challenge they want to do something about.
   
   
2. They must believe this challenge is emotionally important to them.
   
   
3. They must believe there is a solution to their challenge.
   
   
4. They must believe your solution is the best solution.
   
   
5. They must believe they need to act now.

You see the signs of disbelief all the time. When a potential client doesn’t believe they have a challenge or they don’t want to do anything about it they resist talking to you. They don’t want to have an appointment with you and ditch you even if they agree to an appointment.

If their challenge isn’t emotionally important the potential client is indifferent about your solution. They won’t commit to hearing about it and they certainly won’t commit to doing anything about it. They’ll politely put you off.

Sometimes prospects have a challenge they want to do something about. It’s emotionally important to them yet they don’t believe a solution exists. For example, a man may have tried shampoos and other treatments to stop balding. The solutions he tried didn’t work. Now he doesn’t think any solution works and is annoyed when presented with yet another supposed solution.

The key is to weave questions, stories, and case studies into your sales conversation to bring these 5 checks out. Each belief moves your potential client one step closer to a sale. When you discover the potential client doesn’t believe they have a challenge then you can thank them for their time and quickly move on.

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