In order to close sales in today’s economy, sales people must be different from the rest of the pack. By being authentic and aiming to understand your prospects, you come off as unique from the majority of sales people out there. Think of yourself as a doctor, rather than a sales person.
When you go to the doctor with a problem in your elbow, the doctor doesn’t say “Well, I have a solution for YOU! You are simply going to LOVE this fantastic arthroscopic surgery that we can offer. It is so great!”
That would be ridiculous and insincere, but that is what most sales people are doing right now.
A good doctor asks you where it hurts, what it feels like, and what you’ve been doing that might have caused the pain. Mirror the doctor-patient dynamic in your selling life. Replace all of that enthusiasm with a genuine desire to understand where prospects hurt and determine whether you can help them.
People open up to those that they perceive as a real person that understands them. A connection with a prospect is ultimately created when they feel that you seek to understand their situation.
That is why sales people must change their goal when with prospects. The entire focus of sales meetings must be on the prospect and his situation. This is achieved when you ask questions that begin to dig into where the prospect hurts about his current situation.
For example, rather than begin a sales meeting by talking about the benefits of your product, begin with one of these questions:
“Tell me about your challenges with regards to…[your category of service or product]”
“Give me an example of that challenge.”
“Tell me a little more about [prospects challenge]”
It goes back to that doctor’s mindset. A good doctor will thoroughly examine a patient before telling the patient if there is a solution. Only a quack doctor will offer a solution without identifying the real problem. Sales people must have this same mindset with their prospects.
Realistically, about fifty percent of your prospects will not be a good fit for buying from you. This could be for a wide range of reasons from, they don’t need your stuff to they don’t have any money.
Whatever the reason, it is your job to discover as quickly as possible whether they are or are not a fit for you and your company’s product or service by using your doctor’s mindset.
As life has become more complicated, many sales people have sought more complicated solutions to their selling problems. However, the solution is not complicated. In fact, it is as simple as a small shift in mindset. Vince Lombardi once said, “Some people try to find things in this game that don’t exist but football is only two things—blocking and tackling.”
The same is true for selling. By changing your mindset to think more like a doctor, rather than like the traditional sales person, you immediately move into an elite group of sales people that stand out from the pack. This is the difference required to close the sale in the new economy.
Written by Marc Wayshak, America’s Coach on Game Plan Selling and author of two books on sales and motivation including, Game Plan Selling. To learn more about Marc’s Sales Training in Boston, click here.