Ask WHY to Discover Your Customer’s True Motivations

What Are Your Goals?

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!
  • Because…

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.

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Paul Cherry

For over two decades, sales expert and author PAUL CHERRY has helped B2B sales professionals close more deals in all major industries. As a recognized thought leader in customer engagement strategies, Paul Cherry has been featured in more than 250 publications, including Investor’s Business Daily, Selling Power, Inc., Sales & Marketing Management, The Kiplinger Letter, and Salesforce.

Performance Based Results

Paul Cherry is the president of Performance Based Results. PBR delivers intense, customized sales team training programs and sales management coaching to companies throughout North America. Paul has worked with more than 1,200 organizations, including 175 of the Fortune 500, plus more than a thousand entrepreneurial, small to mid-sized, cutting-edge businesses looking to dominate their niche markets. Clients typically get 7 times their return-on-investment (ROI) or better.

Questions That Sell

Paul Cherry’s top-rated bestseller, Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants (AMACOM) has been listed on BookAuthority’s “100 Best Sales Books of All Time” and has been published in four languages. He is also the author of Questions That Get Results (Wiley) and The Ultimate Sales Pro (HarperCollins Leadership).