To determine the prospect’s compelling reason to buy we need to understand more than what the problem is. We need to understand and get the prospect to verbalize what consequences the prospect will have (or is having) if the problem is not addressed. If the consequences are not severe, then you may be dealing with a situation where it would be nice to have the problem addressed but there is no compelling reason to fix it now. If there is no compelling reason to address the problem the sale will be derailed by even the slightest obstacle. Understanding what will happen if the problem is not addressed gets you one step closer to understanding the pain the prospect is in and whether there is urgency to eliminate it. Remember that it is extremely important to have the prospect verbalize the pain. It is not enough that you know that it must exist based on your experience.
Look for Consequences
June 11, 2015 by
