- June 14, 2010
- Posted by: Dave Kurlan
- Category: Understanding the Sales Force
Good Sales Managers know how important it is for their salespeople to uncover needs.
But it goes way beyond needs.
As I detail in Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball, it requires that your salespeople learn about their prospects’ compelling reasons to buy. Not just their needs. The issues, problems and frustrations – and even the consequences – that would cause them to spend money and spend it with your company, instead of your competitor.
But it goes well beyond compelling reasons.
After your salespeople have learned about those compelling reasons, they must go mobile. They should take those compelling reasons – along with them – to create urgency. Those compelling reasons are utilized again in the context of whether the prospects will spend the necessary money to solve their problems. They are used yet again to gain commitment, and for a final time in a proposal or presentation.
If your salespeople begin a sales call with a presentation or demo, or even qualification, is it any wonder they convert so few of their opportunities?
Here’s an example from a coaching call last week:
Selling an HR Solution to a VP of HR.
Their problem was that the company couldn’t get any momentum going.
The consequence was that the problem was costing hundreds of thousands of dollars per year.
The compelling reason is that the problem was causing enough anxiety so that the VP couldn’t sleep at night for fear of losing his job.
So let’s take the compelling reason mobile!
What follows here are just three key questions that utilize the mobile compelling reasons at various points in the sales process. There could be an hour or more of dialog surrounding these questions:
Commitment (Between 2nd and 3rd Base): “So how committed are you to fixing the problem so that you can feel like your job is secure and get back to sleeping at night?”
The Spend (Between 2nd and 3rd Base): “Are you willing to invest around $50,000 over the next 8 months to solve your $600,000 problem, regain your job security and get your life back?”
Presentation (Between 3rd Base and Home): “In order to solve the $600,000 problem, regain your job security and get your life back, here is what I recommend that we do together. First, let’s talk about how we will address the $600,000 problem…”
So as you can see, compelling reasons are mobile solutions!