The magic moment in sales is when our buyers go from shaking their head no, whether internally and unseen to vehemently in our face, to shaking their head yes in acceptance of how what we are presenting to them brings them value and is worth the price we are asking. It is special for so much more than the sale, it includes a moment of intimacy where someone who didn't trust us now realizes we are there for their best interest and value, it includes a moment of knowing we have done a job well for them, for our company, and for all the people that income will support and it is the personal victory, a payoff for all the people who shut us down along the way to this moment. It is also the root of another Solomon Says Proverb, "All of sales is an ROI equation, the sale happens when the buyers perception of return exceeds the investment."
Most of us in sales, really want to get there with dignity and integrity. We want to make sure the moment is not only good for us, but good for our buyers in this moment and in the years to come. So the question then, is how do we get to the magic moment in a way that is good for our buyers, that we can tell them the process we are using and why, before we move forward? For years the sales gurus have all said, "ask more questions." I have said that. I hate to say it but I have gone back to a client years later and they asked a few questions because I told them to and then moved right into all their old selling patterns. No wonder I was back again...
The Holy Grail in sales is really in knowing which questions matter. There are three that make up the driving force behind the magic moment and completely eliminate the need for convincing or manipulation to make a sale. They are; "what do you have now?," "What would you really want to have?," and "What is the measured difference (or delta) between the two?" By understanding the measurement of difference between the two, you force recognition on the table of the level of the problem. You remove the motivation to buy from hiding in the shadows and bring it to the light of day. You load up the R side of the ROI equation and make it possible to sell without discounting. Most importantly, you discover the level of qualification the person has to actually be a customer, and if it isn't there, you learn that too.
Some say it may be heresy to let a customer go who isn't qualified. I say it is an act of love for them, and good business for you.
Lovingly submitted,
Michael D Goodman
Recent Comments