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Sales Warrior Lesson 35: The Grounds for a Decision

The only way for a salesperson to close this gap is to explore both sides of the equation. This means not only discussing the types of people for whom the costs makes sense, but also those for whom the costs do not make sense.

All good salespeople should know how to minimize the cost of their product when comparing it with the potential benefits. However, if the salesperson does NOT present the potential negative aspects of the case (why the decision should NOT be made), customers will do so silently for themselves. The best and only strategic course for the salesperson is to get the question out in the open.

You must use questions to present this balance of cost and benefits in such a way that customers are challenged to put themselves in the two categories involved. Do they put themselves among the people for whom the cost would be a burden? Do they put themselves among the people who fail to take advantage of the benefits of the product? When presented as an honest question, buyers find it much easier to put themselves in the category of those who benefit and, since they are the ones making the decision, believe that assessment.

Exercise: Identify five groups for whom the cost of your offering is too high and the benefit too low to justify the purchase. How would you ask the question of potential buyers so that they can honestly qualify or disqualify themselves?
 

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