The prospcet that you deal with today is more educated than ever, and noone wants a decision made for them. What does that have to do with todays sales cylce? EVERYTHING! Have you ever tried to convince your signifigant other that your point of view is correct? How did that work out for you? Have you ever made a decision that would affect both of your lives without consulting with them? If you have, I gauruntee that you know how poorly this strategy actually works. Your wife/husband wants to feel like they are the most important person person in the world to you, as they should be. Today's prospects are no different.
We have all heard the old addage that your customer doesn't care how much you know, until they know how much you care. As professional salespeople we pride ourselves on being 'master communicators', but often times if we truly evaluate how we communicate with the important people in our lives we will find that we only look at a situation from one point of view (our own)
If we want to succeed in sales, and life, then we need to see every situation from every possible angle. Instead of having an agenda that we base our conversations, and presentations around then we truly need to take a step back and look at things from our prospect's point of view. Before Mr./Mrs. Prospect ever step foot on your lot they have a goal. They may want a new car because they want to have reliable transportation to get back and forth to work, they may want it because they recently had a baby and need the space, maybe they were recently divorced and want something sporty.
No matter what the logic they have created in their mind to justify buying a new vehicle, it all comes down to how that purchase will make them feel. Take each of the scenarios listed above, the client that wants reliable transportation for his commute appreciates the security that a new car gives them. The client who just had a baby wants to feel responsible, and that they are making the right decision for their family. The recently divorced client wants to feel young & sexy. Once we understand the driving force that motivates our clients and look at things from their unique point of view we are one step closer to helping them find the vehicle that they will now own........
