The Two Forces That Motivate Prospects to Buy
At the most basic level of human behavior, there are two forces that motivate people to change . . . the desire to avoid pain or the desire to gain pleasure. And according to psychologist - pain is more powerful than pleasure in initiating change; however pleasure is the key to sustaining that change.
The role of business development, the sales professional, is influening or persuading others to initiate those changes - to "unseat the incumbent". The process of influencing change is learning how to apply leverage. First, we must understand what is important to the buyer and we do that by asking questions and listening.
Good sales people ask questions that indentify problems or potential problems - but that is where "good" salespeople stop and the "great" salespeople distinguish themselves by asking impact & desired results questions™. The biggest mistake that sales professionals make is solving the problem to soon.
Applying leverage means "do not solve the problem" rather ask impact questions™ that reveal the pain associated with letting the problem fester:(i.e. "how does this delay afffect your customer?"). Then we move to motivating with pleasure by asking desired results™ questions (i.e. "if this problem were to disappear, how would the business benefit?").
Click on the orange button below to receive sample Impact™ & Desired Results Questions™.