Our six-year-old son identified a STAR WARS light saber - make that five light sabers - that he wants for Christmas. However, unlike the three he already has, which cost around $20 each, these "replicas" were going for $89.99.
I attempted to explain the concept of "expensive" and he seemed to understand.
Then he said, "Why don't you just get the money from the bank?"
I attempted to explain the concept of "banking" and he seemed to understand.
Then he said, "I have a great idea.
I asked what he had in mind.
He asked, "What if we didn't have to pay for them?"
I asked how we could do that.
He proudly said, "The Internet!"
I attempted to explain the concept of Internet shopping and he seemed to understand.
When telling stories about our son, I usually write in the context of Salespeople are Like Children. However, with this article, I'm writing in the context of Prospects are Like Children.
When prospects want something badly enough, they can become quite resourceful. Think about what you've been willing to do when you wanted something - really badly - that you couldn't afford. Did you consider leasing, credit cards, financing, borrowing, putting something else off, going deeper into debt, budgeting for it, trading, anything - in order to get it? It's when prospects aren't particularly motivated to buy that it becomes so difficult to get them to take action, spend money or agree to buy.
If you agree that a motivated prospect will find the money, the question becomes, how do you get them that motivated to buy?
That's where compelling reasons come into play. There are two kinds of compelling reasons and you need both of them. The first are the compelling reasons for them to buy what you sell. The second are their compelling reasons to buy from you instead of from someone else.
If you effectively identify their compelling reasons to buy, your prospects will find the money and take action almost every time. If you successfully identify their compelling reasons to buy from you, them you'll get the business almost every time.
Prospects Are Like Children - To learn more about this author, visit Dave Kurlan's Website.
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Dave Kurlan
(Visit Dave's Website)
Dave Kurlan is the founder and CEO of
Objective Management Group, Inc., the
industry leader in sales assessments and
sales force evaluations, and the CEO of
David Kurlan & Associates, Inc., a
consulting firm specializing in sales
force development.
Dave has been a top rated speaker at Inc.
Magazine's Conference on Growing the
Company, the Sales & Marketing Management
Conference and the Gazelles Sales &
Marketing Summit.
He has been featured on radio and TV,
including World Business Review with
General Norman Schwarzkopf, in Inc.
Magazine, Selling Power Magazine, Sales &
Marketing Management Magazine and
Incentive Magazine.
He is the author of Mindless Selling and
Baseline Selling – How to Become a Sales
Superstar by Using What You Already Know
about the Game of Baseball.
He created and wrote STAR, a proprietary
recruiting process for hiring great
salespeople, and he writes Understanding
the Sales Force, a popular business Blog
and is a contributing author to The Death
of 20th Century Selling and 101 Great Ways
to Improve Your Life, Volume 2.
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Understanding the Sales Force - Objective Management Group, Inc. is the pioneer and industry leader in sales force evaluations and sales candidate screening. Spearheaded by leading sales industry expert, Dave Kurlan, Objective Management Group, Inc. can help you measure sales effectiveness, execution and potential.
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