Sales professionals are open-minded (not empty headed) and willing to change. Sometimes as we change and learn, we might not make immediate progress, but if the fundamentals are correct, we can rest assured that as we “drill for skill” and start to own the procedures, our career will definitely move to newer heights (and so will our personal life).
In the world of selling, we need a plan of action that will transcend product line and situational differences. The planned selling process consists of a four-step formula and they are (1) Need Analysis (2) Need Awareness (3) Need Solution (4) Need Satisfaction.
Customer-driven (wants) and need-oriented (needs) selling begin with the sales professional doing a Need Analysis. In order for us to serve our prospects, we must clearly understand THEIR needs before we can proceed. In Need Analysis, the goal is to X-ray the prospect. As we search for needs, “wants” and desires will surface, we cannot make the mistake for discounting these wants as frivolous because prospects take action on their “want to”s” as well as their needs. We need to uncover a need that is already there and in the process, render a real service.
Today’s successful salesperson is CUSTOMER DESIRE DRIVEN AND NEEDS ORIENTED! Basically, people buy because they either NEED or WANT something. If we can give persons a reason for buying AND an excuse for buying, the chances are rather dramatically improved that they will buy. A salesperson armed with the INTEGRITY, a strong BELIEF in the product, and the DESIRE to get the product into the hands of as many people as possible is a POWERFUL FORCE with which to deal, and even more powerful when we add persuasion skills to the sales arsenal. Key Point: PEOPLE BUY WHAT THEY WANT WHEN THEY WANT IT MORE THAN THEY WANT THE MONEY IT COSTS.
The root problems were lack of information and procrastination in the sales process and we can provide the needed information and by asking the questions that encouraged the prospect to take action. Probing begins with asking questions, we must develop an attitude of curiosity and sincere interest in the answers to the questions.
In the Need Awareness, there are two distinct parts. First, the salesperson must identified one or more specific needs that can be clearly articulated. In the second step, the prospect must understand that there is a need AND the specifics of the need. A successful salesperson must be able to listen carefully to what the prospect is saying.
In the Need Solution, this fits all sales products and services. None of us buy products, we all buy products of the product – which are called benefits or need solutions. We do not buy what the product is, we buy what the product DOES FOR US. We never lead with product, we lead with need.
In the Need Satisfaction, it is the most important step the salesperson can take when it comes to helping others. If we truly have a desire to help other people, if we truly believe in our product or service, if we truly want the prospect to benefit, if we truly want to benefit financially from our hard work and effort, we must remember “A.A.F.T.O. : ALWAYS ASK FOR THE ORDER!”
(Adapted from “The Ultimate Handbook for the Complete Sales Professional – Ziglar on Selling”, Chapter 5 – Sell By Design, Not By Chance – The Formula For Successful Selling Skills, by Zig Ziglar)