Successful salespeople know that selling a product is really more about selling what the product will do for someone. In order to build real value, it’s important to find out how your product or service can help your customer realize their “dream”. When you can do that, price is no longer an object because for most people their “dream” is priceless.
You can build immeasurable value in your product by tailoring your presentation to the customer’s needs, wants and hot buttons so that you’re no longer selling just a product, you’re selling the dream!
The Path to the Dream
Before you can sell the dream you need to know what the dream is. There is a logical path you need to follow in order to determine what your customer really wants. What is it that is so important to them that you can’t place a price on it? Selling the dream requires you to know your customer’s hot buttons which you find out by asking
Selling the dream requires you to know your customer’s hot buttons which you find out by asking open-ended questions. For your customer to feel comfortable enough with you to answer these questions you need to establish trust and rapport. You build rapport by being a good active listener, conveying empathy and making a connection.
The Path is Simple
- Make a Connection -> Convey Empathy and Listen Actively ->
- to Build Trust and Rapport ->
- Ask Open Ended Questions – > Uncover Needs and Hot Buttons ->
- Sell the Dream
Make a Connection
In the post, You Had Me at Hello we reviewed how to make a solid connection with your customers. This connection, in conjunction with your empathy and supportive responses, will set the stage for you to find your customer’s hot buttons and understand what their “dream is”.
Empathic listening is active listening combined with empathy.
Empathy is – Understanding how someone feels…or walking a mile in their shoes.
Active Listening is – Making a conscious effort to really hear what your customer is saying. Listening for more than just their words.
Sometimes we confuse empathy and sympathy. Sympathy is when someone feels sorry for you or takes pity on you. (not something that most of us like). Empathy is understanding!
Here’s an example of empathic listening “So you’re concerned that if you don’t do something about your weight now it may get worse and really impact your health.” In this example, we communicated empathy when we said that they are concerned. That’s their emotion about the situation. It’s how they are feeling. We also showed good active listening skills by paraphrasing back what they said.
Here’s how sympathy would sound. “I am so sorry that you are overweight and unhealthy.” Not the same…..this sounds like you’re pitying the person. If someone said something like this to you it wouldn’t feel good would it? You wouldn’t feel like this person “gets you” or understands where you are coming from.
Open Ended Questions
Now that you’ve established rapport and made a connection you can engage the customer in conversation and use open-ended questions to uncover their needs and hot buttons. Before we talk about which questions we want to ask we should take a closer look at the difference between “NEEDS” and “HOT BUTTONS”
Needs are – The symptom that has resulted from the health concern the customer has. Most customers will live with their symptoms and some will even choose to live with them instead of spending money to resolve them.
- A Headache is a symptom
- Knee pain is a symptom
- Trouble sleeping is a symptom
Hot Buttons – These are the “EMOTIONAL” reasons the customer wants to resolve their health problem. Most customers would pay ANY AMOUNT to realize their hot button. When asked they would say, to them, their hot button is priceless!
- Spending quality time with your grand-kids
- Having your independence back
- Being able to dance with your wife again
As you might imagine, when you can show the customer how your product helps them achieve their hot-button the price becomes an insignificant factor. After all, they would pay anything!
When all you can do is show them how the product can help with their symptom many will just “live with it: instead of spending the money.
So what’s the plan?
Work HARD to get your customer’s hot button so you can help them see how the product will get them what they want.
**Stop Selling the Product and Start Selling the Dream!**