Most salespeople (but not all) can get the prospect to tell them what they need. But few are skilled at uncovering why the prospect needs it. People don’t buy for need alone or want alone. We all have things we need and want but have never bought. Sometimes it’s a money thing, but most times we don’t buy because there is just not enough motivation to buy it. In other words, there is no “compelling reason to buy”. The compelling reason to buy is usually found by asking “why?” when the prospect tells us what they need. However, most salespeople are so excited to find someone who needs what they have, that they immediately launch into a presentation of the product or service. The better ones even go so far as to talk about money and the decision process. What both fail to do is to uncover why the prospect needs the product. The answer to the “why” question will most often lead to the compelling reason. For example, I may need a new car. If I “need” it because it has 50,000 miles on it and I am getting tired of it, that is one thing. If I “need” it because it has 175,000 miles on it and my mechanic has told me it my break down at any time, I will be more motivated to buy a new car. The first example is a reason to buy and the second is a compelling reason to buy. That is why the answer to the “why” question is more important than the answer to the ‘what” question.
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