I read an interesting article, where the author was trying to make a case, that solution type selling is dead.
The author stated that most buyers already know what they want, and have already done extensive research so;
Doing a needs analysis would only aggravate the buyer!
I’ll address my not having any f*cks to give about annoying a buyer in a moment but let’s start with;
“Buyers already know what they want”
The truth of the matter is some REALLY know what they want and some THINK they know what they want.
A needs analysis will help clear that up.
“Wanting” something is important but oftentimes it holds what a buyer NEEDS hostage.
A needs analysis will help clear that up.
And when it comes to the information that’s available out there;
I can’t tell you how many times I’ve seen studies that were misinterpreted, quotes they were never said by a particular person, and overall crappy advice.
And truth be told, many of us are a tad guilty of thinking, that all we need to do is a few Google searches, and we’ll become knowledgeable in any subject.
Want to see an extreme version of this?
Look at all the people thinking they contracted some serious disease just because they read about their symptoms on the internet.
A Little Knowledge Can Be A Dangerous Thing
What if you heard about a Doctor, who allowed his/her patients to self diagnose and then treat them based on their diagnosis?
I would imagine that conversation to go something like this;
“Hey put that stethoscope away Doc and no need for X-Rays and blood work, I know exactly what’s going on! Oh, and while we’re at it, what’s your best price for bypass surgery?”
People often tell me that example is completely different than one in a sales environment.
I respectfully disagree!
Why?
Because in BOTH cases it’s malpractice!
YOU have an obligation to your clients, to determine IF you can help them.
Once that’s determined, you have an obligation to make sure you provide them with the most appropriate solution possible.
In order to do that, you need to have a thorough understanding and;
Last time I checked, an “I already know what I want so don’t ask me any questions” approach, just doesn’t help to facilitate that understanding.
And as far as aggravating a buyer with my questions because they know what they want;
I think that’s more of a testimonial to why you need to ask more intelligent questions but even so;
I’ll be nice about it and explain why it’s still necessary to ask a few questions but;
If they were insistent on NOT allowing me make sure their “self diagnosis” is spot on;
In good conscience I would shake their hand and wish them well but;
I will never allow anyone’s discomfort, in my obligation to do my job, stop me from doing so.
Said another way;
Tough sh*t!
Don’t ever allow anyone (or any article on the internet) to pressure you into sidestepping the process.
When Was The Last Time You Revised Your Questions?
Come join us On January 26th, at 11:30 am EST, for our How To Ask AWESOME Sales Questions webinar.
I’m going to be sharing over 25 ideas and tactics with none of that “Look for the pain” or “Make sure you ask open ended questions” BS. You don’t need to pay someone to regurgitate that stuff!
Instead . . .
I’m going to be talking about things like . . .
- Six Questioning Mistakes That Cost You Business
- How To Create An Arsenal of AWESOME Questions (You Know, The Ones Your
Competitors Fail To Ask) - Five Types Of Questions With Examples
- The One Type Of Question That Helps You Take Control
- The One Type Of Question That Dramatically Increases Your Credibility
- Three “Questioning Flight Plans” That Can Help You Get BETTER Results
- How To Create A Conversation Instead Of An Interrogation
To learn more, please click HERE or the banner below.
