WHY "WHY" IS SO IMPORTANT
Quite simply, if you know why a prospect buys, you know how to sell them.
Obviously, not every prospect is going to have the same "why," but they all have their own "why."
Your job is to figure out their Best Why, The #1 Why that's capable of getting you all the way to picking up the last check, getting a few referrals, and a good online review, too (if that's important to you) before your prospect loses all interest in what you're saying.
MORE THAN ONE WHY
Yes, it's possible to have more than one "why" in every sale. That's because a real sale is so much more than signing a sneaky contingency contract and then having a lawyer harass your prospect when they don't follow through with your "sale." A real sale is a process, a step-by-step series of questions that have to be answered.
If you don't figure out your prospect's best why, The #1 Why, you'll have a hard time making it through every other "why" they'll have along the way. This is especially true when you're knocking doors for leads.
You can answer some of these questions in advance with a really good private lead program, but you'll still have to answer all of them in order to make the sale.
- There's the "why" that gets you talking at the front door.
- The "why" that gets you on the roof.
- The "why" that gets you to the kitchen table.
- The "why" that files a claim or requests an estimate.
- The "why" that calls you back.
- The "why" that signs the contract.
- The "why" that pays the deposit.
- The "why" that gives you the final check.
- The "why" that sends you referrals.
- The "why" that gives you a good review.
If you can not give your prospect a good enough "why" to get to the next step, it's game over for you, buddy. Prospects quit talking when you quit answering their questions the way they want them answered.
You have to ask yourself these questions, "Why should my prospect listen to me?" "Why should they care what I have to say to them?"
Finally, and maybe most importantly, "Why should they trust me?"
The Secret Conversation
Inside the heart and mind of every prospect runs a secret conversation. The map to your next sale is printed on these private emotions.
This stream of non-stop, silent, talking relentlessly cruises back and forth through your prospect's busy mind. Their heart moves seamlessly through memories past as they quickly filter your presentation for positive signs of life.
What they hear, see, feel, touch, and do is categorized and graded silently. Each thought is tagged with semi-permanent marker--good, bad, valuable, intimidating, hurtful, helpful, warm, kind, safe, etc.
The first job of a salesperson is to capture the one stream of thinking most likely to resonate with a presentation you can sell before your prospect reaches a final evaluation of your worthlessness.
The second job of a salesperson is to leverage that single thought into a longer stream of thinking that guides them to your next sale.
What is your prospect thinking?
That is the great question, isn't it?
Without the benefit of hearing your prospect speak, you are extremely limited in narrowing down your diagnosis of their secret conversation. You're on the clock. You have to move fast.
If you're able to get them talking, an experienced salesperson can narrow down the secret conversation for "out of the abundance of the heart, the mouth speaks."
If they won't talk, try hearing body language. Over 80% of communication is non-verbal. Bounce your best guess against Maslow's Hierarchy of Needs to develop a sales strategy on-the-fly. Time is ticking.
The more information you accurately collect, the more likely you are to be granted access into a thought you can sell. You'll have to discover your golden path before the gate is locked for good.
For some prospects, you only have a split-second.
You better be good.
LINK TO ARTICLE: http://www.simplypsychology.org/maslow.html
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