Create the Urgency to Buy

Have you ever noticed that some highly qualified Prospects just don't seem ready to buy?

From all outward appearances they seem the perfect Prospect. Your product could help them solve a significant problem, they can afford it, and all of the other qualifiers exist, but they still don't buy. It feels like you just caught them at the wrong time, or rather, you tried to catch them at the wrong time - and they got away! This frustrating experience is something that every sales professional can identify with. So let's look at what is really going on here.

Suspects, Prospects, and Customers From a marketing standpoint, there are really only three types of people in the world of sales: Suspects, Prospects, and Customers.

Suspects are people you think might have a need for your product. Prospects are people who do have a need for your product. Customers are people who have already purchased something from you.

Nothing too complicated or new here, but what most people don't understand about Prospects is that there are three different stages that they must go through before becoming Customers. Those stages are: Investigator, Evaluator, and Buyer.

The difference between the three types of Prospects is based on their readiness to take action and make a buying decision. Prospects are ready to buy when three conditions exist:

1. They must have enough information about a tailored solution to be able to decide if it is right for them.

2. They must trust that the proposed solution will actually fulfill their need as promised.

3. Their need must be a current one.

The most important of these three conditions is the currency, or urgency, of your Prospect's need. I call this the "ouch point" - a big problem every customer wants to solve.

To find the "ouch point", ask the following questions:

• What results do you want to achieve?
• What is your number one goal?
• How will you feel if you don't achieve your goals? How will you feel if you achieve your goal?
• Why is achieving your goal so important to you?

You can sell as hard as you want, but if your Prospect doesn't feel that they need what you are selling right now, they are very unlikely to buy. Maybe "need" should truthfully be classified as a "desire" or a "want", but the effect is the same.

By asking the right questions, and actively listening to those responses, you'll be able to identify the "ouch point". Find the need, provide a solution and make it a theme running through your sales presentation to net Customers from your pool of avid Prospects.

Lesley Aitken
International Business Consultant
Mobile: +44 (0)7815 800 939
www.fitpro.com/business/training