Too often, sales people start off their sales calls by making casual conversation in an attempt to form a more social or personal connection with the prospect. Or they immediately launch into the exhaustive details of their product. Not only are they not focusing on the prospect’s goals for the sales call, they are neglecting to address and respond to the question that is utmost in the minds of all prospects during a sales call or meeting — Why should I buy from you? A variant of that question is “What’s in it for me (WIFM)?
Of all the critical junctures in a sales call or meeting, the opportunity to respond to “Why You?” is up there at the top of the list. And, it is an opportunity that should be seized on in the very early stages.
The reasons for why a prospect should buy from you are the most powerful part of your sales pitch and should make up the core of your overall sales message, which is why you need to convey them sooner rather than later. It is critical that you avoid talking about superfluous matters and engaging in any energy-sucking conversation as you steer toward this heart of your pitch.
As long as you have something in your message that identifies what’s in it for them — the value the prospect will receive from buying your product or service as well as what separates you from the competition — they will listen, and you’ll have greater success at capturing their interest in your product and, ultimately, their business.
You can ensure your sales pitch leverages this critical juncture and responds to the “Why You?” question by doing the following:
• Determining and focusing on your prospects’ goals;
• Creating a sales message that is concise and conveys the value the prospect will gain from buying your product or service; and
• Creating and executing a plan for how the sales call or meeting will be conducted and when you will establish why the customer should buy from you.
Once you’ve won the customer’s business, you should make sure you then do the due diligence of finding out why they bought from you. Chances are the messages and actions you used to respond to “Why You?” will come back to you.
