Sales Motivation – listen to your buyer and they’ll listen to you.
In our previous post, we discovered how understanding the buyer’s perspective is key to improving sales. We also discussed the fact that each person has different beliefs and values that determine their actions, how they spend their time/money, and highlight what’s important to them. Lastly, we went over why asking the right questions – and listening carefully to the answers – provides a wealth of information in helping us to better serve our clients.
But what’s the next step? How do we utilize this information to connect with our customers? What can be done with this knowledge to improve our conversions?
Not a thing.
Not yet, that is. You shouldn’t take any action whatsoever UNTIL you’re crystal clear on what your prospect just shared with you.
And how do we find this clarity? It’s simple. By summarizing the prospect’s motivation and repeating it back to them. That’s right. You become a human parrot. Going through as many iterations as necessary until the client agrees with your assessment.
ANALYZE AND REPEAT THE SALES MOTIVATION PROSPECTS SHARE WITH YOU
Now, if you’ve been paying attention during the conversation (you are, right?) this should be an easy task. If your customer is talking – you should be listening. Period. If not, it may be time to revisit the basics of good salesmanship.
Repeating a prospect’s sales motivation back to them shows that you appreciate and understand their concerns.
Let’s be honest – most of us seldom (if ever) feel like we’re truly being heard. You tell your kids to stop acting up, yet five minutes later they’re behaving badly again. Or, you’re out to dinner with friends, but every time you share a story someone else interrupts with a tale of their own. How about confiding your concerns with a boss or coworker? Only to realize they’re so wrapped up in their own issues they haven’t even been listening.
The lesson here? Paying close attention to what your prospects are saying makes you a star in their eyes.
Next, after your clients share what motivates them, and what they’re trying to accomplish, repeat it back afterward for clarification. Highlight every key concern they’ve touched upon and restate their desired outcome as clearly as possible.
Take your time with this step and let the empathy in your voice (or your copy) shine through. Show them you are serious. The more effort you put into connecting with and understanding your audience, the better your sales results will be.
Repeating what you hear also helps you (as the seller) confirm the points you must address in meeting sales motivation.
There’s a funny thing about selling – if you tell people what they want to hear, it’s a pretty good bet they’re going to buy what you’re offering. It’s basic human psychology. If we say we’re hungry, and someone offers food, we’re going to take it. If you’re tired – and the couch is open, it doesn’t take a genius to know that naptime is on the way.
The same logic holds true with sales.
“So, you’re telling me that finding new customers is your biggest problem? Is that right? And if I could help you solve this issue, you’d be interested in using my services, correct?”
Herein lies the beauty of intelligent selling. Your customer is telling you what their biggest problem is and how it could be solved. Once you confirm you understand what they’re saying, all you have to do is focus your pitch and marketing to those specific points.
If done correctly, you’ll create ultra-compelling offers that are hard to resist.
APPEAL TO THE PROSPECTS SALES MOTIVATION (SHOW THEM HOW TO GET WHAT THEY WANT)
By now, you know what matters to your clients and how you can address their specific needs. They’ve told you what their problems are, what they believe to be the solution, and you’ve repeated the information back to them to confirm you are clear. So, what’s left to do?
Tie it all together and put a bow on top.
Now’s the time when you show your clients what’s possible. You explain that they CAN have everything that they want. They CAN make their biggest problems go away. They CAN see the results they’ve been longing for.
And it all starts by partnering with you.
Tell them how the services you offer are custom-tailored for their exact circumstances. Show them how you’ve helped others in similar situations. Paint a picture of how wonderful the future can be by partnering with you.
At this point, you’re probably thinking, “that all sounds good, but how do I do that? What do I say? How do I win them over?”
Easy my friends – you repeat back to them what they’ve said using the steps we’ve described. Include the same terminology, touch on the same pain points, describe how your solutions directly match their needs.
Guess what? You’re talking their language.
IF YOUR SALES MOTIVATION ASSESSMENT IS WRONG – TRY AGAIN
Occasionally, you’ll find that even if you take notes during a conversation, you’ll miss some of what’s being said the first go around. Not a problem. Simply circle back to step one and start over again.
Apologize for any misunderstanding and then politely ask for clarification. Then summarize what they’ve said again and see how they respond. Continue to repeat until the prospect agrees with your assessment.
Not only will they appreciate the fact that you’re listening, but they’ll be impressed with your tenacity in making sure you understand.
A lot of talk goes on these days about how to connect with customers and “get inside their heads.” As if it’s some kind of covert operation to uncover sales motivation. In reality, though, there’s no need to pussyfoot around or use reverse psychology to figure out what clients want.
All you need to do is ask.
Have them explain what their biggest problems and what would make them go away. Afterward, repeat back what you heard to ensure you understand correctly. In doing so, you’re using the client’s own words and talking about their specific needs as part of your sales pitch. Proof that you’re listening and feel empathy for the problems they face.
And you can’t get a more customized sales pitch than that…
It’s your turn. Have you used feedback loops in your marketing efforts? What kind of results did you experience? Leave a comment below and let us know.
If you missed part one of the Better Sales series, you can find it here.