If you are asked, what’s your No. 1 job as a Salesperson? What will be your reply? Think about it.
We have asked this question in countless Sales Training programs. Have got different answers.
Some say: Understanding the need of the customer while some say: Asking for the cheque. All these answers are partly correct.
But they miss one important point. We believe the No. 1 job of a Salesperson is to create “Urgency To Buy”. Customers can keep thinking about buying something significant for weeks, sometimes months, even years. Think about a major purchase that you made. There are always competing priorities. Even though the Need may be there.
So when you meet a prospect next. What’s your job? Get them to act. Nudge the customer. Create an “Urgency to Buy”!
How exactly do we create an Urgency to Buy? The first thing to realize is that people buy because of their reasons not yours. So to create urgency to buy you need to understand what may be his reasons for taking action. Or not taking action so far.. Understand deeply the context in which the decision is taking place. Secondly, the need should become clearer. More differentiated. More important. More vital. And thirdly, engage his emotions. There are two big emotions which drive purchasing behaviour. The thought of gain. And the fear of loss. So what will he gain? What can be his loss if he doesn’t act. And all this has to be to achieved in a conversational way. Not by a monologue by the sales person.
Lets take an example. Lets say that you are selling health insurance. And you are meeting a prospect. Yes, he realizes the importance of health insurance. But there are many competing demands on his budget. He will buy. One day. Maybe he is thinking about it anyway. What’s your job as a sales person. First understand his context. What kind of health expenses does he routinely have? Which kind of hospitals does he visit? What is the family health history? Secondly, make him clarify & concretize the Need. How much outgo is required? What are the typical health expenses? Also what may be repercussions of not acting. Of delaying the decision. Finally, engage his emotions. How it will reflect on him-if he is unable to afford the best health care for his family. How will it make him feel if & when he decides to act. And all done in a conversational way. By suggestion rather than forceful argument. By a well placed question. By letting him arrive at the decision. By nudging him. But he doing the talking. By making him think. Being silent when required. Then he will buy.
Same principle can be applied to any product or service. Whether you are selling Coffee vending machines or home decoration services or your consulting services. You can create urgency to buy. By understanding the buyer’s context. Understanding what may be his reasons for acting? And what may hold him back. Then making him realize the benefit that your product or service can give him. More importantly what will he lose out. And engage his emotions. How will it make him feel?
Try it in your next meeting. And see your closing ratios zoom. Same effort double the result!