Your prospect knows what he wants (a specific outcome) – but sometimes he confuses the outcome with the means of getting it.  This might sound condescending, but it’s really just common sense.  If I go to the doctor I know what I want – a quick solution to my pain or sickness; but he’s the one who tells me what I need to achieve that outcome.  It would be silly for me to go in absolutely set on getting a certain prescription and to reject his suggestion that I try something even more effective.

A doctor can get away with that kind of switch because by-and-large we trust them.  As a business owner we need to engender the same sort of confidence in our prospects so that they are convinced we understand their problem, and that our solution will resolve it in the most effective way possible.

At this point, I’m still asking them questions, but by now those questions are about the outcomes they are looking for, and the criteria they have for reaching those outcomes.  For example, with my business coaching clients I help them to identify areas of their business where they are leaking resources because I know that once they see that by doing all these tasks without getting paid they are effectively working for less than they are worth.  Once they find a way to charge for these things, they’ll be able to work less and earn more.  Whether you are plagued by systems that take more time than they save, employees who aren’t delivering the services they ought, or prices that don’t reflect the value you bring to clients, once you can see the need in that area as well as the difference a solution will make, you are likely to find my services attractive – but it’s my job to highlight the value I bring.

If I’ve done a good job at highlighting how I can help you achieve the outcomes you really desire, and demonstrated my ability to deliver that value for others then you are almost certainly going to want to work with me.  Then we can move onto establishing a price and concluding the deal.  On the other hand, if you are still not sure whether you need my product or service – or whether I’m capable of delivering the service at all then there’s not much point moving forward.

The whole sale really depends on this question of establishing your prospect’s need for your service and demonstrating the value it could bring to them.

Meta Description:  As a sales person or business owner it’s your job to find out what your prospects really need so that they achieve the goals they want – and then to help your prospects see that.