Customize & Execute: How to Get to the Top of Your Prospect’s To Do List
How many times has a prospect told you that they intend to buy from you, but they have not actually committed? Every buyer has a To Do List, but until we move to the number one position, the prospect will not act.
Once we have established trust at the top of the sales funnel, we move into the middle of the funnel where we Create Urgency through asking the right Discovery Questions, and then we need to Generate Preference by providing the client with the option of the Easy Yes. This post illuminates four points, using those two ideas, on how to raise us to the top of the prospect’s To Do List.
Build Clients’ Urgency
In order to move to the top of the buyer’s To Do List, the sales representative must create urgency without pushing the buyer. How can we do that?
Discovery is the master tool of creating urgency, but it only works if the representative has positioned him/herself as the buyer’s think-partner. In order to do this, the buyer needs to compile Discovery Questions and understand when and how to use them.
Asking the Right Questions
Here are the objectives of Discovery Questions:
- Identify buyers’ aspirations and avoidance,
- Discover negative consequences of failing to achieve their goals or solve their problems, and
- Discover the buyer’s desired result of success.
Generate Your Preference
Once we have conditioned the buyer to want a solution—once we have created urgency—we move into the bottom of the sales funnel. This is where we generate preference with a persuasive proposal.
In this stage the buyer is ready to make a decision. We have successfully moved to the top of the To Do List. From there, we need to make sure that the buyer decides on us!
When you speak with the prospect’s marketing and sales team, you learn the advantages of their organization. But customers buy for their reasons, and not ours. That means customization is key. The buyer should feel like you designed the solution especially for them.
The Easy Yes
Our audience has been conditioned by TV and media not to think too much. Similarly, we don’t want our client to have to think too much, and they don’t want you to make them think.
Instead, we as the seller take control. We have all the information that we need because of the phases of Education and Discovery. The effective presenter is the one who makes it easy for the client to grasp ideas. The story leads the client to one, irrefutable conclusion, and the journey there gives the audience a psychological comfort level that makes it easy for them to say yes.
Conclusion
To move to the top of your prospect’s To Do List, you must do only two things:
- Create Urgency by asking the right Discovery Questions and
- Generate Preference by providing the Easy Yes.
With these tips, you are on the way through the Middle of the Sales Funnel and well on your way to closing at the Bottom!
Image by Stocksnap.io.