Buyer Centric Sales Methodology

Marcus

The way I see it, it doesn't matter how well you listen if the prospect isn't participating in an open honest discussion. Even then it takes skill, and perhaps some luck, to help a prospect identify, clarify and verbalize their true wants and needs.

Joeylean

Marcus, I agree that if the prospect is not participating in the dialogue then it is pointless. You are also very correct that is does take skill to make this happen. But there are some principles and strageties that can aid the sales professional in accomplishing this.

One of the keys is to find out what your prospect's Dominant Buying Motive is. When you find this out and speak to it then you are a talking about what they are interested in and they will listen. Finding this out is can be challenging, but that is why we get paid the big bucks

The best way that I know of doing this is to begin asking questions, start with 1st level questions and then progress to 2nd and 3rd level questions. These questions will bring out their DBM. If you are having trouble getting the prospect to answer questions, I would ask them for permission to ask questions and frame the request so that they understand the benefit to them of you asking questions. For example: "John, if it is ok with you I would like to ask you a few questions just so I can better understand what you need so that we can see if and how we could assist to?" If they say "no" then you have an objection you need to overcome, and better to hear it upfront then at the end of the presenation. Yet, I have found the most often when you ask their permission you will get a "yes".

ginac84

I agree. It's the most important thing to know while selling. Know your customer and listen to what your client needs. Once you know exactly what they need, you can do your job better, make them happier, and gain more business.

It all works out!

The Sales Artist

This is an excellent thread.

Quote: "How thorough will you or can you really understand most prospects? There is so much that goes into people's decisions that you might not even know what to ask about?"

One effective tactic is the Ideal Product approach. Ask the prospect to describe his ideal product. He will then detail the things that are most important to him, his interest triggers. Only the prospect can tell you what features, benefits, needs, wants, etc. are most emotionally important to him. And once revealed, you can then focus on meeting those requirements. The prospect will ALWAYS tell you how to sell him, if you but ask.

Hope this helps.

The Sales Artist

Thomas

Sales people could start asking prospects, "How do I sell you?" but the responses would leave a lot to be desired.

Since that question won't work most of the time then which question or questions would? That's question that I think sales people really want to know the answer to, "What should I be asking?".

Answers like, "ask open and closed questions" or "drill down" don't do me much good not only because those aren't actual questions I could ask but this assumes that the prospect will answer the question or even have an answer to the question.

The Sales Artist

For example, if you ask the prospect to describe his ideal product, he'll identify those features and benefits HE finds most important (his interest triggers).

"Hey John, tell me what your ideal product would be. In a perfect world where you can have any feature you wanted, what would the perfect product be like?"

You can then focus on those benefits and explain in detail how your product fulfills his interest triggers.

As was previously stated, many salespeople are keen to explain the features the salesperson likes, but that may mean nothing to the prospect. What you must determine is what features or qualities are most important to HIM and then fulfill those benefits. He will tell you want is important and those are the things that will sell him.

Plan ahead. Have prepared questions that get the prospect to reveal his interest triggers. You should have those questions in your arsenal before you ever engage the prospect. Know what you are going to say, where you are in the process, where you're going and how to get there. Preparation is 90% of the job.

Hope this helps.

Thomas

I sell used mobile homes. Asking the customer what he wants is mandatory or I wouldn't have a clue what to show. In the past when I asked a customer to describe for me his ideal home only a few people could do it.

This circles back to the question I think many sales people are asking which is, "what should I be asking?" You can tell me all day that I need to be asking questions to do this or that but if I don't know how to phrase the question then I haven't made any progress.

Ace Coldiron

I was not familiar with the methodology's name, but I just came on the thread, saw the above, and immediately my mind went to Coveys "Seek first to understand and then to be understood."

Scrolled down and what do ya know!

I like this thread and the methodology works. The challenge, and the advanced skill (or trait) is being able to know the prospect as well as knowing his needs. They are not the same thing, but at a specific level of selling, they are equally important.

Alexander

I believe that's often the case. You can't always expect buyers to know in advance, before they have seen their options, what they want. So my idea is that you describe first what your most popular products are respectively what your best costumers buy mostly and then asking them which of the cited features and benefits are most important to them. First sow, then reap.

Seeing that you are wondering how to phrase your questions, I'd like to know what sales books you have read. There are some with a lot of good examples for needs analysis.

Ace Coldiron

Thomas, you're an important and sincere contributor here. From reading your post on this subject, I'll ask you to consider whether you are confusing The Art of Selling with The Science of Selling.

Selling is an art based on the use of scientific tools and principles. "How do I sell you?" represents a principle. Practicing the art consists of asking questions that will draw out the answer:

• "What have I missed?"
• Does that make sense?
• Am I being thorough?
• "What haven't I covered?"
• "Does that answer help?"
• "What are you thinking?"
• What are you trying to accomplish today?"
• Am I covering what you need to know?"
• Does that work for you?"

Those are conversational. That is how it's done. "How do I sell you?" provides a basis of understanding of part of the sales process--a "principle". YOU need to make the conversation. SalesArtist can hand you a brush. YOU need to paint the picture.

I sincerely hope that helps.

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