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Here’s a quick quiz: Which prospect would you prefer meeting with?
- Prospect #1: Someone who has been battling with a particular problem, has finally decided to do something about it, and calls you!
- Prospect #2: Someone who has been battling with a particular problem, continues to struggle with it, but has decided to take your call and talk about it!
I’m pretty sure I know which prospect you’d pick. After all, most in sales have been taught a, “needs-based” approach to selling. That means that we find people who have needs, and link those needs to the benefits of our product or solution. Yep, there’s nothing like having a prospect who already knows what they need, and are simply looking for a salesperson to address whatever those needs are. Well… you might want to be careful what prospect you wish for.
For instance, did you know that Prospect #1, a precious prospect with needs, represents 8% of the customers in this world? It sure is tempting to focus our time, attention, and tactics finding and selling to this small group of prospects. Did you also know that, by doing this, you miss out on almost ten times that number of prospects who have no needs, but they have something even more precious. They are living with problems that, in their minds, are not worth fixing… yet.
Please remember that you will not be the only one trying to sell this prospect. Rarely does a person, who has finally made a decision for change on their own, call just one person. They called you with a list of needs, and they’re calling your competition too.
Oh, and cross your fingers regarding those cherished needs a prospect eagerly hands you. You must remember, you have entered the customers’ decision cycle so late, they have already locked down his or her list of needs. Those needs are often molded by existing problems, and by other salespeople they’ve come in contact with.
Finally, if all you are doing is listening a prospect’s needs, and you’re providing a solution, be prepared for a price war. Don’t blame the prospect for that. If the extent of your work is to simply address a prospect’s needs, not really ask any questions, and offer a solution, why should the prospect pay you more? Why shouldn’t price be the customer’s most important criteria?
To be clear, I’m not hanging up on anyone who calls my office with needs that he or she would like addressed. Of course, I’m not sure if we should even call that selling; I think it’s more like order taking, and that’s if this amazing prospect with needs actually ends up buying anything. No, I’m picking Prospect #2, and for the record, the choice isn’t even close.
… I want these prospects because through my questions, I can influence their needs to look more like the strengths of my solution or product. I expect to accomplish this in a consultative, ethical manner.
… I want these prospects because I have an opportunity to ask these prospect questions no one has ever asked them before. We all want the prospect who has a list of needs and wants us to provide them with a solution. A royal flush wouldn’t be bad either, but anyone can win with that hand. Learning to create trust, and problem solve helps you to win the more difficult hands.
… I want these prospects because if I do a good job selling, the development of his or her needs will be done with me by their side. This keeps prospects from making uninformed decisions, and that’s how salespeople earn their commission. It’s the way I intend to earn mine.
… I want these prospects because I can create a sense of urgency to combat the expected fear of change these prospects almost certainly will have. This happens to be one of the biggest objections most salespeople face. I wouldn’t mind taking a proactive approach to eliminating it early on.
… I want these prospects because if I can find one problem, just one problem they were not aware of, I can get them to look at the potential impact of that problem. By doing that, my prospect will be grateful and look to me, rather than my competition, for help. What a nice way to diminish, if not eliminate, price as an objection.
“Learn to sell a prospect who calls you, and it will make you a sale. Learn to sell a prospect who hasn’t made a decision for change, and it will make you a career.”
The fact is, I want these prospects because my success as a salesperson depends on my ability to sell this particular prospect. Waiting for prospects with needs is a “lay up.” I don’t discount these prospects, but I’m also not really so sure there is even a need for a salesperson. A customer service rep should do just fine in this situation, and that’s because all the prospect really needs is answers to questions before they hang up and continue their search. That translates into calling another vendor. If you open up your marketing efforts to find those who have problems, and no needs, you open up a prospect pool that will dwarf those who have needs and are trying to find you. Now that’s a wish worth making!