From Worry to Wealthy by Chellie Campbell

Author:Chellie Campbell
Language: eng
Format: epub
Publisher: Sourcebooks, Inc
Published: 2014-05-04T16:00:00+00:00

4. Ask the magic question!

Eventually, after you’ve asked all these questions about them, they will ask about you. “So tell me about your workshop,” they’ll say to me.

If I start talking about my workshop now, I’m going to sink this ship. What am I going to tell them it’s about? Debt reduction? That’s fine if their credit cards are charged to the max, but what if they have no debt? Am I going to say it’s about learning to sell? What if they don’t sell anything? In either case, they’ll think my workshop isn’t for them. I don’t know what this customer wants or needs. I have to identify the pleasure they want to have or the pain they want to alleviate. I have to ask what I call “the magic question.” The magic question for my financial workshop is: “What would you like to change about money in your life?”

Because I’ve spent some time with them already, and they’ve answered many questions about themselves, their business, and their lives, they answer this one too. We have rapport, and they are in the habit of answering my questions. “Oh, I’ve decided to take early retirement and start a business, and I need to know how to do that.” “I’ve got way too much debt, and I never seem to be able to get my credit cards paid off.” “I really want to save more money.” Do you think they would answer a question this personal if I started off the conversation like this: “Hi, this is Chellie. I met you last week. Would you like to tell me where you are the most screwed up with money so I can help you?”

What might your magic question be? If you’re in one of the healing professions, you could ask, “If you could change anything related to your health, what would it be?” If you sell insurance, you might mention a recent disaster that’s been in the news and then ask, “Do you feel secure that you are covered for any problem or disaster that might occur?” If you are a travel agent, how about asking, “What’s the best vacation you ever had?” followed by “What’s your dream vacation you haven’t taken yet?” If you’re a mortgage broker, you could start with “Do you own any real estate?” and if they say yes, you could follow that with “Are you thrilled with your current interest rate and the service you are getting from your broker?”

Remember that the first thing on the prospective customer’s mind is “WIIFM”—“What’s in it for me?” The most important thing to remember is that if you’re talking, you’re just talking, but if they’re talking, you’re selling. If people open up and talk about their real concerns and share with you what they really want, you can let them know how you can help them get that. Take copious notes during this process so that you can refer back to your prospect’s specific problems or concerns later in this conversation or in subsequent conversations if they aren’t ready to buy today.

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