The One Word That Will Help You Close More Sales
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There's a very simple one-word question missed by almost all sales people: "Why?"
The "why" will identify your prospective customers' dominant motives. Once you do that, you will almost always make the sale.
People buy things only to solve a problem. This is true even with emotional purchases. When you buy your wife flowers or jewelry, you do so to solve some problem. "No" you say, "I love my wife and that is why I bought her a dozen roses." Look a little deeper and I assure you there is some problem you are trying to solve. Why do you think people say: "A happy wife is a happy life?"
Figure out the problem your customer or prospect is trying to solve and not only will you make the sale, you will make it quicker and it will be more profitable. The "why" is the fuel for every sale, what I also call the dominant buying motive.
Sometimes even your customers are not clear about their motivation. It is your job to clarify this. Getting them to answer the why will crystalize the reason they are doing business with you. Here are some specific questions that can help you get to the "why" of a customer's potential purchase:
Let's look at the "why" behind the kid who borrows money from the government to go to school. The obvious reason is to get an education, but behind the obvious you will find the real why.
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