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The Secret to Closing More Sales
There are four things that every salesman needs to know about their clients: problems, challenges, dreams, and desires.
Problems. People have problems that keep them up at night. These can be relationship problems, work problems, life problems, kid problems, and more. A good salesman must identify the common problems they can solve with their products and services before meeting the client.
Challenges. People have challenges that they struggle to overcome. For instance, many people have difficulty losing weight and need a solution to help them accomplish that. If you’re a personal trainer, that’s an opportunity for you to provide the answer.
Dreams. People have dreams. A dream is a future state that people want to achieve, and your products can be a tool to help people reach their dreams.
Desires. People have desires. If you can satisfy their desires in a timely manner, you can sell them your products. For example, if you go to a park on a hot summer day, you will almost certainly see people wanting cool drinks and water. Being able to develop intuition for people's desires means you can provide solutions to their problems with your products.
A good salesman always keeps these four elements in mind when they meet with a potential client. When they meet the client, they will identify the most important element. Asking questions, paraphrasing what the client said, and stating the main element that they’re struggling with are all part of this process. The next step is to pitch the product, which is ultimately the solution for the client. This process is called customer qualification.
If you remember these rules, you may close more sales because clients will feel that you’re the one who can understand their problems.
P.S. Money is rarely the issue for clients who don't purchase your product. It’s the person they talk to who can help solve their problem. Be the person who can help people solve problems, and you will be a great salesman.