A potential customer is often willing to put a sense of peace and stability at risk or on pause, every time they consider implementing a new solution or product.
Living with the “situational pain” is often easier than the unknown of implementing a new product, and the result is the customer retreating back from the purchase. For them, the emotional risk was far greater than understanding the benefit of the product to resolving their “situational pain”–a Blind Spot:fear of emotional risk that is holding them back.
No matter what kind of product or service you are selling, your customer’s final buying decision comes down to two question. “How will your product or service help solve my problems and frustrations?” and“Can I trust you?”
Not always is it clear to them they have a problem. They have grown accustomed to dealing with things as they are and overlooking the impact it has to them and their departments.
The Buying Group
You also need to determine if there is more than one person making the buying decision. Is there a“buying group”.Each person in that group wants your product or service to solve their own specific issues. They may not share the exact same “situational pain” as everyone else in their group, but the one thing they all have in common is the need for having an emotional ROI when investing in you, your company and your product.
Focusing on the features, benefits, financial ROI, telling them that the process of using and implementing your product will be less painful than what they are currently dealing withis part of the process. But they want 3 things that really matter.
Three Things Customers Want
When going into sales meetings with my clients, I witness countless times, their customers wanting three things:
1) In the first meeting they want to see if they can trust you. Can you build an emotional connection? Building trust comes from building connection. When they can trust you, they will be open to listening. Be authentic in your communication. Be open to really listening and picking up the pin drops in their conversations. Re-iterate back to them your understanding of what they are saying.
2) What is theiremotional ROI? What is the emotional gain they will receive from the purchase? Can you clearly demonstrate your understanding of each buying groups “situational pain”? If you tune into the pin drops you will hear the real impactbeyond “the situational pain” they are expressing.
3) Will the emotional benefits from buying outweigh the emotional risk? (which is naturally expected during the purchase making decision).Can they trust you when you say their emotional ROI will be better than their fear of change- a Blind Spot: fear of the unknown, is usually the underlying resistance for change.
Being fully present to listening and understanding their needs and wants requires looking for their blind spotsand listening for thepin drops. Determine what’s holding them back. What isthe impact to their organizationfor not having the right services or products working for them?
What are the actions and behaviors that occur as a result of not having the right solution?Make them aware of what they don’t know.
Doing this will bring value to the conversation, showcase your uniqueness for understanding them and gaining their trust.