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Urgency is driven by needs

But, what is a “need?”

A few things you should consider:

  • not everyone actually has a need for what you offer, they might like what you have and “want” it, but we all “want” lots of stuff
  • Are you talking to the actual decision maker. i.e. ask, “have you ever purchased ___(fill in with your product or service)___ before?”, or “who would be involved in acquiring ___(fill in your product or service)___?” there should be several people, never just one except inside of tiny companies….so ask “who else” if they say “me”
  • It’s usually driven by something outside our own personal interests
  • “pain” is the #1 need you should try and look for because pain is much more influential than other demands. If you uncover a pain, get them to tell you about it – avoid trying to answer their pains with your solution right away. You need to know about every aspect to their pain for you to really help, so get them to complain!

Questions usually help to expose pain (substitute your product/service for XYZ):

  1. ask “have you done any XYZ (or used any XYZ) as experiments?” and if so, “what results did you get?”
  2. ask “what answers would you like to have before using XYZ again?
  3. ask “what areas to use XYZ do you have about to start?”
  4. ask “why might you expect to have XYZ help improve your results?”
  5. ask “what’s the worst thing that might happen in your next need for XYZ, if you don’t have XYZ?”
  6. ask “who’s responsible for marketing program results?” (this will point you to more decision makers)
  7. ask “what improvement to business results might drive decisions to use XYZ?”
  8. ask “if I could show you how to improve your business by the measures you just stated, would you be willing to spend a bit of time with me so that we can get the details needed to show how we might help?”
  9. ask “do you have any discretionary funds to test our new options to support your use of XYZ?”

You should make up some on your own, think like your customer. What problems might they have and how can you get them to “WALLOW” in those past problems? Mix open-ended and closed-ended questions (i.e. questions without a “yes/no” answer and ones with them)

Keep track of which questions get people talking and start using them, drop the ones that don’t work.

You can and should also practice calls every chance you get, with your peers (just call each other). You can also practice in your own mind. This can be done anywhere and will help you practice your responses to different questions prospects ask, or objections they throw in your path. This is called “theater of the mind”, and will also help you to build confidence in your calls. Start by writing a list of every question you expect to hear. Then find a quiet place and imagine having a conversation with your prospect – him or her asking you questions and you responding. Imagine every sight, sound, and smell – the more detailed a picture the better this works.

Urgency is a tricky thing. I’ve only found two things that help to build urgency – one is an analysis of the cost of doing nothing (an ROI/IRR analysis also shows this), but for this you need to know how your product or service will effect their business, and to get them to expose that information, they must 1st think you have value to offer them (the questions above can help to start that process). Many times, the cost of doing nothing is created through an offer with a deadline. Although this may seem artificial or “made up”, they are really a trade between your need to move onto the next sale and their willingness to close the deal with you in a shorter period of time. Time is money!

The other things to help create urgency is with “Social Proof”, this would be the specific evidence that you have showing the value others have gotten from your product or service. You can tell these as stories you worked directly …like “the other day I spoke to ABC corp, who told me that after buying our product or service they gained 13% better results on their widget program, that’s what I want to help you do because I want to sell you more than just this one time, and that only happens when you get results like ABC, is that a fair assumption?”

The tone in your voice is very important, keep confident and keep a mirror in front of you – people can hear a smile on the other end of the line.

Also, before you pick up the phone, think of someone you really love and tell yourself you will love this person you are calling will all the same passion. People will feel it, it’s in our DNA. Some people have told me that this is “fake”, and people will see through it. In reply I tell them, you must feel the feeling in order for this to work. If you really do feel this feeling you will find yourself treating your prospect like your most precious loved one without even noticing at first. Who do you know that wouldn’t appreciate that level of care?

Every sale is like sailing into uncharted territory for you and the prospect. Treat them with the respect and attention you’d want from your own buying experience. And, if you find someone is disrespectful just keep in mind that every one of us has been hurt terribly at one point or another, you are likely just dealing with someone that’s had that kind of day.

Post Author: Jonathan D Freeman

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