They’re always right. Are you?

If you want to make dramatically more sales, you need to start by knowing what your prospect’s buying style is. Once you uncover the way your prospects like to buy, you massively increase the likelihood you’ll make the sale. Over and over again.



It starts by understanding that people buy based on feelings far more than logic. [Note] I explain why, here .



We also need to understand that the prospect is right. And that they’re right every single time.




They’re always right about what constitutes value for money.



They’re always right about their past experiences of the type of product or service you provide.



They’re always right about the last experience they had with someone from your industry.



They’re always right about their attitude to risk (real or perceived risk).



They’re even right about whether pineapple belongs on a pizza or not.




That’s because THEY are always the most informed person in the world regarding what they think and how they feel. And as their thoughts and feelings are what determine their actions, you need to discover them fast!



This might include, what they value most when making a purchase, whether they’re in the low price crowd or the premium quality crowd, if they’re someone who likes to take their time or prefers to move along, what their past experience of your industry was, how they feel about risk and any other factor you would like to know.



If you try to get them to make a purchasing decision without you knowing that information, your chances are radically reduced.




You’ll be making assumptions based on what you know about your service and what you feel are the most important points.



You’ll be focusing on things that don’t motivate the prospect.



You’ll be missing things that they need to hear from you before they will buy.




In short, you’ll be trying to sell to them based on hunches and guesswork, rather than knowing exactly what they need to hear or see from you.



How to get it right



Only when you have a good idea of how they think and feel from their answers to your questions, should you start to explain how your service will benefit them.



By matching the focus and tone of your conversation, or presentation, to your prospect’s thoughts and feelings, you’ll be fully aligned with them. Yes, this makes the sales process a great deal smoother and easier.



But more importantly, it can dramatically increase your sales results.
They’re always right. Are you? was written by Jim Connolly and originally published on Jim's Marketing Blog