One of the challenges we face when asking a customer, “What are your goals?” is getting a dismissive answer. One common response is “…to make more money” This answer tells us very little of what the customer really needs.
Let’s dig a little bit deeper. Follow up with a great comeback like:
“…Why do you say that?”
The “Because” Statement
When you ask WHY, most times the customer or prospect will respond back with a statement that begins with the word BECAUSE. This one important word will lead to your customer’s true motives…
Because it helps to minimize risk!
Because it helps me gain a competitive edge!
Because it allows me to be more profitable and progressive!
Because it will simplify my life!
When your customer’s motivations are revealed, you’ll be able to get to the “heart of the sale.” And that’s what all “ultimate sales pros” strive to pursue.
Paul Cherry is a coach, speaker, consultant, and best-selling author. He specializes in sales effectiveness development, with an emphasis on asking smart, intuitive questions that help “galvanize” successful customer relationships. For the past two decades,he has worked with more than 1,200 organizations and businesses in a wide array of industries. Paul has been featured in over 250 online pubs and print magazines, including Kiplinger’s Personal Finance,Selling Power,Investor’s Business Daily, and Inc. magazine. His published books include Questions That Sell,Questions That Get Results, and The Ultimate Sales Pro.
Paul is founder and president of Performance Based Results, which delivers B2B sales training and performance coaching to teams and managers in corporations across the USA and Canada, including 175 of the Fortune 500, and 1,000-plus entrepreneurial, cutting-edge companies looking to dominate their niche markets.