The Four
Ws
As you know, selling involves a tremendous
amount of information gathering. You already know WHAT you're selling
but you still need to find out the WHY, WHERE, WHO, and WHEN of the
sale.
Why
Identifying a reason for buying is
imperative to a successful meeting. Knowing what motivates the
prospect will help you position your service so that you make the
sale. But how?
Use the answers to probing questions, such
as the ones below, to help figure out WHY this merchant is in the
market for your service and how you should tailor your presentation
to meet those needs.
- What motivated you to meet with a
representative from my company?
- You haven't used a check (bankcard
service) in the past, have you? What prompted you to shop for one
today?
- How does my service fit in your business
plan?
- What do you expect from this
service?
Where
After you've taken the time to investigate
why a merchant wants a service such as yours, now you need to find
out WHERE the decision power lies. In other words, is this person the
decision-maker? To find out, try the following questions:
- Is the responsibility of this decision
spread across several people?
- Will your supervisor have any
input?
- How many people are involved in the
decision to purchase?
- Who will sign the agreement?
Who
What about your competition? We all perform
better if we know what we're up against. If you know whom else the
prospect is considering, you can highlight the features and benefits
you offer which the competition just can't. You can also anticipate
objections, which will arise when comparing your company to another.
Find out WHO your competition is by asking the following:
- What motivated you to meet with a rep
from my company, rather than someone else's?
- What other solutions have you
considered?
- From your point of view, do we have any
competition?
When
Once you have the answers to these
questions, you'll know:
WHY the merchant is shopping for a service,
WHERE the decision power is and WHO your competition really is, but
you may still be uncertain if you should go for the close. If you go
in too soon, the prospect may feel threatened and you'll lose the
sale. Too late, and the prospect may go somewhere else. The answers
to the following will help you know WHEN to go for the close:
- Are you planning to start right away or
do you have a long-range plan?
- What steps does your company execute
when going through a purchasing decision like this?
- When would you like your terminal
programmed and ready for transactions?
Getting the answers to WHY, WHERE, WHO
and WHEN will get you WHAT you want: The Sale!
Good
Selling!
Paul H.
Green
Editor-in-Chief
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