There is a difference between what people need, and what they think they need.
And if you don’t learn to distinguish and identify the difference between what people say they want and what they actually want, you might end up spending a lot of time trying to work with people who will never buy.
Or, they might end up buying, but they won’t get what they were hoping for, even though you did a cracking job.
Why is that?
Imagine a friend comes to you, and they say:
“I really need to go on a diet, you know? I’m overweight, I don’t feel fit, I don’t like the way I look. I need to change my diet”.
But then you look at their lifestyle, and you think:
“Well yeah, their diet isn’t perfect, and they could certainly improve it. But it won’t get them what they want, because they never exercise, they smoke and drink, and hang in front of the TV without ever doing anything”.
“What this person needs if they want to feel fit, and feel better, is to actually to look at the way they live their life and the decisions that they make. Because the diet by itself will help, but it’s not going to make a lot of a difference.”
So if you then engage with that person based on what they say they want, you might end up trying to solve the wrong problem for them, and they won’t buy in.
This is why it is so important to turn your sales process into a process of discovery, and exploration.
So that you can find out what they actually, truly want – and, very importantly: the reasons why they want it.
It’s a shared process, where you learn what the other person is up against, and they increasingly develop the clarity they need in order to decide whether or not to actually get your solution.
You cannot just show up and take at face value what somebody says, and then go and try to sell it to them.
It doesn’t work.
You want to have a conversation where you explore the consequences of solving, and of not solving, the ramifications, the worries, the concerns, the objections:
All the things that go into that very large and complex decision-making process that they’re going through.
When you do that, you end up with an offer, proposition, and promise that are calibrated to their inner world, beyond the surface-level “got this problem need that solution”.
That’s how you sell people the things that they actually really want.
More info and personal training on how to do it?