Suppose you are out looking to purchase a new television. 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 different televisions a sales associate approaches and asks if you need help with anything. What is your likely default response? Probably: “No thanks, I’m just looking.” Why do we answer this way? Because we tend to hate the idea of being sold to. We want to walk out of the building with a television we chose, not the one the sales individual wanted to charge us up on that we never wanted in the first place.
Unfortunately the pushy, greedy salesman is a stereotype that is all too common. It therefore follows that anyone in sales has the obligation of breaking that mold quickly if they want to be heard. They must engage the resistant buyer. The greatest way to do that is to stop talking and start listening.
Buyers can be categorized really into two personas, although both require a strong listener. The first is the person who walks into the store like in our first example. They know they want a television, but little else. They don’t really know yet what they want. The second is someone who walks in wanting a 46 inch wide screen 4K smart TV with surround sound capabilities. As sales people we need to be brilliant at helping our prospects discover what solution they need. Then we offer it. Start listening then, after understanding the prospect, start talking.
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 conclusions with you.
Asking the right questions will lead prospects to personal discoveries. The Needs Audit routine consists of questions that drill down and stimulate the prospects thought process. 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. It is through the Needs Audit questions and listening that allow the individual coming in for a television to walk away with exactly what they wanted and because of your help. If a salesperson will start listening, they will find that it is far more valuable than if they had started talking in an attempt to convince. Learn more about the power of the Needs Audit and how you can use the principles behind Human psychology to frame your questions by getting on our calendar for a free consultation. Click the button below, fill out the form, and we will give you a call about your goals and your priorities.
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