Written by: Vickie Sullivan | June 23, 2022
Do This During Every Sales Conversation
Every sales conversation starts with the buyer explaining two things: their situation and their needs. Deal winners pay astute attention to the former and ignore the latter.
Most sellers, however, do the opposite. They incorrectly assume the buyer’s needs are set in stone, and they believe the buyer will compare all possible partners against those needs.
In actuality, the sales conversation veers off into a different direction that uncovers new, compelling needs. So, the buyer changes their mind and the criteria, often without telling anyone else. And that creates an uneven playing field, with the new front-runner on the inside track.
This important advantage makes the deal theirs to lose. Meanwhile, the rest of us get the “well, the other vendor was a better fit” consolation prize.
Listen: 2 Reasons Why Buyers Change Their Wish Lists
Rainmakers know that buyers base their needs on what they know at the time. So, they focus their pitch on the situation, not on the buyer’s wish list. That means you must ask big questions about what’s really going on with the buyer. This will cause them to use your approach to compare all other offers, giving you front-runner status.
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