“The goal here is to make sure that deep inside your prospect’s mind, they’re not asking why.” – Jack Wilson in today’s Tip 748
How do you make sure that deep inside your prospect’s mind, they’re not asking why?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today Jack Wilson is back to continue his series on GREAT Expectations. Here he is:
Jack Wilson: What’s up sales success people, I’m back with tip three of five on setting GREAT Expectations. So far we’ve covered G being Granular and R for Reasonable. Today, we move on to the E, which stands for Explanation. You might be thinking if I was granular enough, then why do they need any more explanation? And that’s a common folly because I’m not advocating for an explanation of the expectations themselves, but rather what’s behind them. The goal here is to make sure that deep inside your prospect’s mind, they’re not asking why.
Think about some of the major purchases you’ve made in your life. Now focus in on one of those that didn’t feel smooth and easy, like buying a car or better yet buying a house. There were certainly big moments that stood out causing some major anxiety and stress. But I want you to remember the little things that annoyed you the most, like, remember how you had to compile all of your most recent bank statements and financial information, and then less than 30 days later, the mortgage broker would come back and ask for even more recent documents, just because a few weeks had gone by. How did you feel when that happened?
If you’re like me, then you were probably saying, “Why this is absolutely pointless. It’s stupid. And it’s a complete waste of my time.” Don’t create these moments in your sales process. If your prospect is left wondering why then chances are they’re having a similar, emotional experience than you did when buying that house. It’s easy for you to understand why you’re doing the things that you’re doing because it’s your process. But take the time to pause and empathize with your prospects, reflect on the parts of your process that they might be questioning. Some of these things you can control and others, you might not be able to. One common example is when it comes to the demo, our customers are coming to us more informed than ever. Chances are, they’ve done their homework. Perhaps they’ve even used the product or know someone who does, but still, your process might dictate that they have to move from discovery to demo.
This is one of those moments when your prospect is, is having those feelings. Resolve this upfront, by giving them some wise and house call attention to and label what they may be feeling, and then give them an explanation to help assure them. For example, you could say something like, “It sounds like you’re pretty, well-versed in random.io. Many of the people who meet with us are in fact, they sometimes wonder why then do we have to sit through a demo? There’s a whole host of uses for our software that people discover for the first time and selfishly, we want to make sure you’re able to get the most out of it. How can I make sure the time spent is most valuable to you?”
If it almost sounds like a prospecting call that’s because it is, you should always be reaffirming value and seeking buy-in and it helps to give them some commentary about why through a high-level explanation.
Once you’ve done that, be sure to come back tomorrow for another great sales tip and next Friday for the next tip in Jack’s series. Thanks for listening!