Why Am I Here?
The question ‘Why am I here?’ can be an existential query, but it is also a plausible and relevant stepping off point for your sales presentation.
A friend of mine named Jim owns a software company. Awhile back, he said these three (fighting) words to me: “I hate sales.” Now, there was no way on God’s green earth that I was going to allow that to stand. No one is going to dis sales when I am in the room! So, I asked for clarification. Jim explained that he hates the process of showing up for a sales pitch, spending 30 minutes telling a client how great his product is, and then leaving so they can “think about it.” I realized that Jim doesn’t hate sales, he hates having no idea what effect his presentation has had on potential clients.
I made this suggestion: “The next time you have a sales appointment, I want you to start with the question, ‘Why am I here’?” Jim looked at me like I had a hole in my head. I continued, “Jim, your potential clients are going to look at you just like you are looking at me right now. Don’t let that stop you…tell them: ‘You get requests from vendors all the time. There is no way you would have agreed to see me if everything is right in your world, and I don’t want to waste your time presenting a solution that doesn’t fit the problem. So, let’s start the conversation by you telling me what prompted your call in the first place; then we’ll see if I can help.’”
This approach has changed Jim’s presentation entirely, as well as his opinion about sales. He now marvels at how much he loves sales. (Another convert! I am going to change the world one person at a time.)
The Buying Formula
The ‘Why am I here?’ question speaks to the formula that I have been teaching for years, and it helps us define the way that people make buying decisions. People will agree to purchase when:
Current Dissatisfaction x Future Promise > Cost + Fear™
The implication is that we don’t win a sale based primarily on cost. We don’t even win it on product. We win sales by finding out why a customer is willing to speak with us. A customer’s willingness to even have an initial conversation indicates that there is an active dissatisfaction. Top sales professionals are consumed with understanding that state of being.
The formula itself is sequential. The Cost + Fear must be neutralized, to be sure. And the Future Promise of an improved life is a must. But in the absence of a Current Dissatisfaction, there is no sale. Because there isn’t even a buyer.
Getting Them Off the Fence
Trainer types talk a great deal about getting a buyer off the fence. I recommend that sales professionals first focus on understanding why a buyer is on the fence. The why is the Current Dissatisfaction! Until you understand and address the why, both you and your buyer will be frustrated and stuck at that fence.
Taking this idea one step further, it is essential to know that the single greatest predictor of urgency is dissatisfaction. Not terms. Not discounts. Not promotions. Not fancy colors and shiny features. When a buyer is dissatisfied, they have a strong sense of urgency.
Urgency is the open door for sales and understanding dissatisfaction is the key to that door!
Bold Questioning
I challenge you to be bold in your sales presentation. Asking ‘Why am I here?’ will make you stand out from the crowd. Sales professionals frustrate buyers by asking questions about what a customer is moving TO. Understanding what a customer is moving FROM will enable you to meet their needs in a way others can’t.
Ask the tough questions, be bold, determine the dissatisfaction…and you’ll change their world.
If you change your mindset, you will change your world. Equip yourself with timely, powerful tools to conquer your inner discomfort, win more sales and create amazing results for your customers and yourself: sign up for my weekly, FREE, instructional/motivational video, The Shore Thing, at jeffshore.com.
