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What are You Really
Selling?
By Stuart Ayling
Time and again I see professionals and well-educated business people making one of the dumbest
errors they can. They might be an expert in their business, but they are making a
rookie mistake when it comes to selling.
The result of their inappropriate behaviour is that sales opportunities slip through their fingers. Warm prospects who should have been wrapped up as new clients don’t really tune in to what is possible.
People who were interested at that start in hearing more about what was being offered, end up feeling frustrated and not seeing the point
in proceeding.
Missed revenue opportunities.
What is happening in these situations is that the seller is focused on what they have to offer.
In fact, the root of the problem is the seller is so absorbed about what they have, that they don’t
pay sufficient attention to what their prospect really needs.
When you are talking with a prospect, or discussing new options with an existing client, remember
it is not about you.
- And it's not about your services.
- It's not about your products.
- And it's definitely not about what 'you' want.
It is important to always stay focused on what your prospect is looking for. What do 'they' want?
Reflect and consider:
- What problem do they have?
- What are they trying to achieve?
- What do they want to avoid?
- How will they measure success or progress?
- Who else does this situation involve?
- Other factors relevant for your
prospects situation...
During your sales conversation be sure to get clear answers to these questions. Then you will be able to determine what you can do - or offer - that will be valued by the prospect.
Use your SOX Question Strategy to get to the heart of what your prospects want and how they feel.
They key to be able to win more business more easily is to stay relaxed about ‘pushing’ your services or products. Manage the sales discussion so you fully explore the prospects requirements, and then make the transition to present what you think is a suitable recommendation.
When preparing for your sales discussions take time to consider how you will ask the questions noted above. Think about what you are really selling.
It’s not your services you are selling… it is an outcome for the prospect.
The outcome is what they will want to buy!
If you manage this exploration process properly before spruiking about your services your prospect will respect you for taking time to understand their needs, and will listen to what you recommend.
Remember, you can only sell what someone else is willing to buy.
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