What Your Customers Really Want!

During the sales cycle, it is the goal (the desired outcome) of the sales professional and the company for which he/she works to close the sale and complete the transaction.  When this occurs, there is typically a transfer of funds that occurs which generates revenue resulting, hopefully, in a profit for the company.

Here is the interesting (painful) part:  The customer is not focused on nor do they care about this transaction.  They do not want the SALE!  They do not care about your profits!  What the customer wants are the things that occur for them based upon what the product or service does!  They want the benefits of ownership—not the ownership!

Here are 5 easy steps to discover what the customer wants:

1-Do your homework (pre-call planning)

2-Ask the right questions (relevance is key)

3-LISTEN with the intent to understand and add value

4-Restate what you heard to gain clarity and agreement

5-Provide a solution and speak to ONLY the solution

 

Let’s look at each step a little closer:

1-Do your homework

Invest your valuable time into the appropriate pre-call strategizing.  Do your best to not only research the company and the person on whom you will be calling, but to also “get in the prospect’s head.”  Ask yourself the following 3 questions:

A-What do we know? (about the person, the company, the decision-making process, etc.)

B-What do we need to know? (to move the sale forward)

C-What do we want to “get out on the table?” (what motivations will drive the sale?)

2-Ask the right questions

If you have done the right things in your pre-call preparation, you will have a clear purpose to your call as well as some relevant questions prepared.  Thinking through all of this in advance will help you ask (with confidence) the right questions which will make the prospect think in a different way about their situation. These questions will also position you as more of an expert and thus, will get better information from the customer.

3-LISTEN with the intent to understand and add value

The answers that come from your customer to the questions that you ask are the keys to your successful sale.  You see, as I said before, the customer does not want to own your product or service!  They don’t even want what it does!  They simply want the benefit of what it does for them.  If you are listening for what it is that they want, the secret to making the sale will come out.  Understand your customer’s motivations and you will understand their motives to take action.  Only then, can you add value and thus, make the sale!

4-Restate what you heard to gain clarity and agreement

The fact that you listened and thought that you understood the customer and their needs is not as important as the fact that the customers knew you were listening and understand them and their needs.  In order to make sure that they understand you were listening, use “re-cap sentence starters” as you feed back what you heard them say before you begin to offer a solution.  Example:  “OK Ms. Customer, let me make sure I understand your main areas of concern.  You…….  or  “OK Paul, let me make sure I’ve got this straight.  You…..  or  “Mary, let me make sure I heard you correctly. You…..”

Prove that you listened—show that you care!  Clarity creates consensus.  Consensus creates trust!

5-Provide a solution and speak only to the solution!

Many times, I see salespeople go through the discovery process (asking questions and listening) where the highest value needs (HVNs) of the customer become evident.  Rather than speak only to those needs, the salesperson breaks into the “presentation” part of the sales call and proceeds to puke all of the FAB (Feature, Advantage, Benefit) points about his product or service.  The Smart Selling suggestions above are designed to discover what your offer should be and what it should NOT be.  In other words, if you do a good job on the 4 points listed above, the customer will tell you which benefit to discuss.  Do that—nothing more!! Leave the other FABs out for now.

The Secret of Smart Selling

“If I put in front of the customer what they want more than anything else, they will, in turn, move heaven and Earth to get it AND pay a premium.”

Stop selling WHAT you want to sell, HOW you want to sell it, WHEN you want to sell it, and WHY you want to sell it!  They are most likely not the reasons your customers want to buy.  After all, aren’t they the boss?