Sales Magic by Kerry Johnson MBA PhD

Author:Kerry Johnson, MBA, PhD
Language: eng
Format: epub
Publisher: G&D Media
Published: 2020-07-14T16:00:00+00:00

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Eliciting Outcomes: Discovering Your Client’s Buying Strategy

“Through outcomes, people will not only tell you what they hope to buy, but how you should sell it to them.”

When your clients are thinking about buying something, they are trying to imagine themselves with your product in the future. They are fantasizing about the possible outcomes of using it.

These fantasies are influenced by past experiences customers have had with similar products. They are also influenced by the present—what your customers want and think their needs are.

In this chapter, by learning to ask a few simple questions, you will learn how to elicit the outcomes of prospective purchasers. Through outcomes, people will not only tell you what they hope to buy, but how you should sell it to them. They also tell you how they bought in the past, and how they expect to buy in the future. In short, they will reveal their buying strategies.

What your client wants isn’t necessarily what he or she may tell you up front. How many times have you walked into a store and told a salesperson that you didn’t need any help, when in fact, you did? You just needed some time to think things through or maybe do some comparison shopping. As a salesperson, you need to be sensitive to how much a customer wants to reveal to you at any given time. Yet, this doesn’t mean you can’t use the time productively. As I’ve learned, even if customers tell you they don’t know what they want, eventually, they will tell you what they think they want. All you have to do is ask them the right questions.

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