There is a school of thought that believes the way to sell is to tell your prospect all about your wonderful product and then sweet talk the prospect into buying it, “handle all the objections” and finally “apply” a closing technique to get the sale. This process is very common, and is often used if the salespeople think their product is exciting in some way. They rush the prospect along to a demonstration and then they close. It works too. Some sales are closed. Yet is is not the best way. A better method is to create or develop the prospect’s needs before giving the presentation of your product. The prospect’s mind is then fertile ground and many objections evaporate. Most sales training tells the salesperson to “understand the prospect’s needs” or “find out what they really want.” The assumption is that the prospect has some needs, and that these needs are fundamental and unchangeable. This idea is nonsense, of course. People can and do change their minds. Needs can be found; and most importantly, they can be engineered. In our need creation sales training module,we explore how to create or amplify the need in the prospect for our offering. The discussion will start with the prospect’s vision of problem. Needs are then created/developed by allowing the prospect to ‘wallow’ in their issues in our area of expertise. The more they talk about it the more they convince themselves. We need to create needs in two areas: •Why should they change at all? •Why should they change to us? Even if the prospect has a clear understanding of the need, we must get them to tell us why they need it. The prospect must know that we understand. Many salespeople stop this ‘wallowing’ process far too quickly, long before they have bottomed out the prospects real needs. Even when we think we have finished, we should check by asking the question, ‘Is there anything else?’ Advance’s Need Creation sales training module teaches fundamental skills to understand the prospect’s motivations, and therefore create the need. Access the Sales Training “Selling Styles” module free of charge for a limited time.
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