How to Sell Anything to Anyone Anytime by Dave Kahle

Author:Dave Kahle
Language: eng
Format: epub
Publisher: Red Wheel Weiser
Published: 2011-02-02T00:00:00+00:00

The second layer down consists of the implications. In other words, you take the time to understand the consequences of successfully solving the problem or meeting the objective, as well as the consequences of not doing so. You probe those consequences or implications on the company, as well as the individuals with whom you are working.

For example, you may have discovered that a customer wants to increase the production capacity by 5 percent. When you enter into a discussion with her that causes you to understand the consequences of not increasing capacity, and the ramifications of doing so, that’s good. When you understand what those consequences are for the individuals within the company, you’ve just peeled the onion a little deeper.

For example, your customer may say, “If we don’t get the 5-percent increase in capacity, we’ll not be able to handle the new contract from Ford. And if we can’t handle the new contract, they could very well take our current business away from us, because they want to consolidate vendors. That’s a major portion of our business. If that goes, we’d have a difficult time surviving.” Now that you know the consequences on the company, you’ve discovered the implication level of the onion.

Peeling further may result in your customer sharing the implications for him: “I may not have a job.”

Now, let’s peel the onion one more level, and discover the emotional level. How do the implications make the individuals within that company feel? When your customer confides in you that he or she would feel “really proud” to have helped achieve that increase, and “scared about what might happen” if the increase is not achieved, you will have peeled the onion in a very significant, powerful way. You now understand the customer probably better than any of your competitors, because you’ve focused on understanding the customer’s PIE.

The world is full of mediocre salespeople who are content to ask superficial questions and get superficial responses. The better salespeople dig deeper with deeper questions, and come to understand what the customer wants at deeper levels.

As always, though, the question is: “How do you implement these principles?” The answer?

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