It's ironic that some salespeople hesitate when it's time to ask for the business. Ours is the asking profession! Asking three simple questions during the sale will make asking for the business infinitely easier. Knowing what these questions are will increase your closing ratio – and your income.
Question 1: Where does it hurt?
The main reason people buy is to fix something that is painful or broken in their world. It's human nature to move away from pain. You want to know the depth and breadth of your buyer's pain relative to where you can help.
Doing this diagnosis provides clarity around where you can help. Asking "Where does it hurt?" will allow your buyer to expand at length about his or her pains, problems and not-so-happy stuff.
Question 2: What does good look like once your problem is fixed?
If human nature is to move away from pain, so too is moving toward a gain. Beyond fixing a problem, buyers want the good stuff that comes from doing so. They don't just want the expired light bulb replaced, they want the illumination the new bulb provides.
Strangely, many sellers assail buyers with their version of what good looks like. Buyers don't care about what a seller's version of good looks like; they care about their own.
Asking "What does good look like when your problem is fixed?" allows buyers to describe their ideal end state. Knowing this helps you prepare to present your solution in a compelling way – a way that clearly demonstrates how you can make their vision a reality.
Question 3: Underneath it all, what value are you looking to get by instituting a solution?
The inconvenient truth is that buyers don't care much about our products, solutions and methodologies. They care about fixing problems and getting the gains and value that come from doing so. Value is defined as the way your solutions satisfy one or several buyer value drivers: making money, saving money, saving time, making life easier and living the dream.
Asking each of the three questions above will facilitate robust conversations with your buyer.
Your job is to take detailed notes as they unfold, capturing specifics around buyer pains, gains and desired value. These are the foundations upon which your asking for the business will be built.
When it comes time to ask for the business, here's how to proceed. Begin by saying, "Here is what I heard you say about the problems and pains that you are facing … ."
Reflect back to them what they told you about their pain points. Then ask them, "How do you feel about the summary? Am I on the right track?"
Next say, "What you said good looks like when those pains are relieved is … ." Reflect back what they told you about that. Again ask them, "Does this summary accurately reflect how you feel?"
Finally say, "Underneath it all, the value you said you are looking to receive is … ." Reflect back to them what they told you about their desired value.
Check back to ensure that you are on the right track.
Now it's time to share your solution. Connect the dots for them around how each major solution element will relieve their pains, bring gains and deliver value.
Following this process and connecting the dots between your buyer's stated needs and what you have to offer sets the stage logically and naturally to ask for the business.
It also increases the likelihood of sales success and income growth. •
