| What Affects the Way Clients Listen? |
Offering an individual a great deal on the purchase of a new automobile is not going to cause a new car owner to listen much to the offer. Conversely, someone in the market for a new car might be very interested in hearing about a great offer. So what makes people respond?
First, we say that value needs to be created. If there's no value, there's no interest whatsoever. People might listen for a short while, decide there's nothing for them, then check out.
So what affects the perception of value in a prospect's mind? Four main things:
- the prospect's situation
- the prospect's needs
- the prospect's wants
- the prospect's problems
What's the difference between these? Find out in Sales Secret #5.
Send any questions, comments, stories, or sales problems to dan@optimumbizdev.com, and I'll personally send you a response!
LAST WEEK'S HOMEWORK: Last week, did you listen to what your clients were really saying? Were you able to "read between the lines"? Could you detect what was being communicated on the basis of something they didn't say? When you spend some extra effort listening, your skills improve and you're well on your way to becoming a more effective salesperson.
THIS WEEK'S HOMEWORK: Catch yourself listening to commercials or noticing advertisements. Are you interested or not? If so, what are you responding to on the basis of -- your situation, needs, wants or problems? Do the same in conversations if you can.
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