When we’re selling a product, service, or idea, we must make the case in the consumer’s mind on why they need it. It doesn’t matter what it is — a vehicle, a candy bar, or the idea to try a new restaurant for dinner — we must convince our customers that their lives will be better because of what we’re selling.
One of my Theory of 5 mentors, Eustace Wolfington, taught me early in my career that, to make the case for the sale, there are three questions that we have to answer. The customer might not actually ask these questions, and might not even be aware on a conscious level that they need this information, but to make the transaction a Win-Win situation for both our client and for us, these questions should to be answered.
No matter what we’re selling, the process is the same. The more expensive the purchase, however, the more important it is to make our case. You don’t need a lot of persuasion to buy a cold drink on a hot day. The cost isn’t high enough to register as ‘pain’, and the need is obvious. When selling high-value objects such as automobiles, we need to check all the boxes for the customer.
To better demonstrate the point, let’s take it one step further. Let’s say we have a Magic Stone that we want to sell, and we’re asking $1 million. We’d better have exceptional answers to three questions as we approach a potential customer:
- Question No. 1: What is it? — We can’t come to an agreement if it’s not clear what the person is purchasing. While answers to this question can be simple (in this case, “It’s a Magic Stone”), some services or products are more complex. If so, clearly spell out what’s being offered.
- Question No. 2: How does it work? — To justify the price and establish the value, the potential buyer needs to understand not only what it is, but how it works, at least in a general sense. How does the Magic Stone work? We tell them it will allow them to be wildly successful in vital areas of their lives. Once they understand its function or purpose, they will become fully involved in the discussion.
- Question No. 3: What will it do for me? — This is the step where we can paint a picture and they can internalize ownership. People buy because they need or want the object or service; it creates a solution in their lives.
“What will the Magic Stone do for me?”
“You will always have spiritual clarity. You will have a perfect relationship with your spouse or partner. You will raise children who will thrive in the world. You will excel in your career and have excessive wealth to support and influence family, friends, and charities. You will be in peak health and physical conditioning for the rest of your life.”
That price tag of $1 million doesn’t seem as steep now, does it?
When we answer these three questions to the customer’s satisfaction — and we can only do this if we ask questions and listen to their answers — we make them our partner rather than an adversary in the transaction or just another part of a commission check. By sharing with them a clear understanding of what we’re selling, how it works, and what it will do for them, we engage their imagination.
Involvement equals buy-in and once we have that, we will be reaching many more agreements.
Knowing the three questions we need to answer, even if they are never actually asked out loud, will absolutely allow us to build successful vehicle presentations, anticipate questions and objections and give all our customers the professional care and courtesy they deserve.
Did you enjoy this article from Chris Saraceno? Read other articles from him here.
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