by Jeff Shore
Every good story needs a hero. In your customer’s story, that hero is you!
A hero? Really? A bit dramatic, no?
Let me break it down for you. Every compelling story features a very simple and repeatable arc:
• Get to know the main character
• See the main character in a dilemma
• Bring in the hero who saves the day
• Everyone lives happily ever after
Your customer serves as the main character in his or her own story. When you get to know her, you begin to understand that she has a problem that must be solved. YOU are the hero that saves her. Everyone wins.
So the question at hand is this: how does the hero save the main character?
The answer? By making it easy for her to successfully complete her journey. And, in this story, it means making it easy for her (or him!) to buy from you.
And if you want to make it easy for your customer to buy, your story must include a rock-solid closing question.
More precisely, your story must include a series of closing questions throughout the process. With each new agreement you move your customer through the story, getting closer and closer to the climax – that magical moment when her problem gets solved.
Please – PLEASE – do not fall into the trap of thinking that NOT asking for the sale is somehow providing a service to your customer. It is not. Failing to ask for the sale is cowardly, not heroic.
Your job, good hero, is to make it easy for the customer to purchase. Appropriately assertive closing questions – delivered with the customer’s best interest in mind – will help you to accomplish that goal.
Change your customer’s world. Ask for the sale!