‘Doc…I got this cough.’
‘Is it a light cough?’
‘No Doc it is a deep hacking cough like this….KUUH…KUUH’
‘Okay, anything else?’
‘Yeah, I got the shivers and this red bumpy rash.’
‘Oh, well you have got the jungle hemoglobin neuro-cardio virus. Take these pills for two weeks and you will be as good as new.’
It’s amazing how a doctor can listen to your symptoms and then accurately diagnose your problem. If you are in sales you should be able to do the same thing for your customers. Listen to what your customers are telling you. By listening, you can identify where you are going wrong in your presentation.
I recently heard a speaker say, I only sold one package of CDs. The owner stood up and said he was going to buy one package of CDs for the office library and everyone could share.’ The speaker then shook his head as if there was nothing he could have done to sell the group. I never heard that speaker’s sales pitch, but, by listening to the symptoms, I know exactly what he did wrong. In his sales pitch, he sold the value of his products—which he should have done—but he did not pitch the value of building your own personal development library. If he would have closed discussing that value, the owner would have never of stood up and said he would buy one for the group to share because he would have been contradicting the message of the presentation.
I didn’t have to hear his sales pitch; it was easy to diagnose the problem by listening to his symptoms.
What about you? What objections are you coming up against? Listen closely because they are the symptoms that will diagnose your problem:
• “Sounds great! I will definitely get this product one day!” Diagnosis: You didn’t establish the benefits of purchasing today. You did not make it clear that inventory was low. You didn’t point out the special price of purchasing today or offer any other incentive.
• “I need to think about it.” Diagnosis: 50% of the time this will be because you didn’t show them how to purchase (i.e. where to sign) or ask for the sale. The other 50% of the time it is because they have a hidden objection that you did not answer. Your response,’ Is there something in particular I can answer for you as you think about it?’
• “Let’s buy one and share!” Diagnosis: You didn’t establish the value of this being a personal purchase.
• “It costs too much.” Diagnosis: Price is rarely the objection. You failed to build value and didn’t demonstrate how this product will actually save you money over a period of time because it is durable or it will save you time and time is money.
Just like a doctor, listen to your symptoms and they will tell you where you are failing. Do not blame the symptoms on your prospects’ incompetence. Instead listen, diagnose, and treat by altering your presentation the next time. The answer to catapult your sales success is in the symptoms. Listen carefully!
Now, if you will excuse me I have to run. I have the jungle hemoglobin neuro-cardio virus and I have some pills I need to take.