Suppose you are out looking to purchase a new digital camera. You know you want one, you have saved up the money to buy and you make the trek to your local electronics store. While looking at the cameras a sales associate approaches and asks if you need help with anything. What is the default response to this question? “No thanks, I’m just looking.” Why do we answer this way? Because we all know people like to buy, they do not like to be sold.
Why do people like to buy? Many times people associate buying with self improvement. They feel they are improving their lives and they want to be in control of that process. So how can we help them open their minds to buying?
In a recent blog, Dave Brock points out a very good problem that some buyers have.
I’ll say it again – people like to buy. People need to buy to achieve their goals. A problem is that people don’t necessarily know how to buy! Solving this problem for customers is the real opportunity for sales professionals, it’s the opportunity for sales to add value to the customer’s buying process.”
Mr. Brock is very insightful. As sales people we need to be brilliant at helping our prospects discover why they need to do business with us. This is where the Needs Audit Routine in the Griffin Hill Sales Process becomes so valuable. During the Needs Audit Routine you want to foster a discovery experience for your prospects—you want to stimulate an “epiphany of value.” This is your opportunity to be a wise guide and help decision makers come to the conclusions that you have already reached. The discoveries have to be their own, but it is the salesperson’s responsibility to lead them there.
Asking the right questions will lead prospects to discovery. The Needs Audit routine consists of questions that drill down and stimulate our prospects’ thought process. These questions also help create a gap between their status quo and their vision. This is critical because where there is gap there is opportunity. Most importantly, these questions will break down the barriers between prospect and sales person, opening up the lines of communication and allowing the prospect to discover on their own why they want to buy from you.