“The most important thing we need to do in our sales calls and our demos is get the prospect to take ownership of their situation.” – Brooks Van Norman in today’s Tip 315
How’s your sales call or demo? Do your prospect becomes your client?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Brooks Van Norman. Brooks is a consultant who specializes in helping SAAS companies scale revenue. Here he is:
Brooks Van Norman: Hey guys, I wanted to share one of the most powerful things you can do on a sales call or a sales demo to move the prospect closer to becoming your client. And it’s what I call Releasing Control and Self-Admission. And the idea here is that on sales calls or demos, buyers tend to have pretty high resistance. So what we do here is we flip the script and actually ask a question that leads the buyer to believe that, “Hey, we really don’t need you.” And so the way that we do this is, of course, you would have first done a solid diagnosis of the customer or client situation and their desired outcome. But then we ask this question, we say, “Well Jim, I understand you’re having situation X and you’d like to get to situation Y. What’s preventing you from achieving that on your own?” Or if you’re selling software, you could say, “What’s preventing you from doing that with your existing tools?”
Now we’re looking for one of three answers here. The first answer would be their inability to do it on their own. We want them to admit that we can’t get there with our existing strategy or our existing tools. The second is that they want to get there faster, and the third answer is that they want to work with a company or service that has the tools other people in the marketplace have used to achieve the desired outcome. This information is so powerful because we can now use this as a lever to secure the next steps calls to remind people in follow-up sequences why they want to make the change, but most importantly, it gives the buyer ownership of their problem, which is the most important thing we need to do in our sales calls and our demos is get the prospect to take ownership of their situation. So that is releasing control and self-admission. I hope you found that helpful.
Scott Ingram: If you click over to DailySales.Tips/315 you’ll find the video version of this tip as well as a link to Brooks’ LinkedIn profile where you can connect with him and if you work in SAAS sales, ask for his 12-part demo conversion script. This tip was just one of twelve parts of that script.
Then be sure to come back tomorrow for another great sales tip from Adam Hempenstall. Thanks for listening!