Saturday Jan 2

Most average sales people ask their prospects what they want - and in return they get a description of requirements for their product or service. In other words, a specification.

But does this unearth what their prospect really wants? It identifies the input required - but not necessarily the outcome desired. And it is the outcome that drives the buying decision.

So, really, really good sales people ask what result their prospect wants. And this usually involves:

• Less pain
• Less fear
• Greater opportunity

... and, by the way, most buying decisions concern the first of these, followed by the second.

Do you say to your prospects (in the words of the Spice Girls) "tell me what you want, what you really, really want"?