Sales Tips: 3 Keys to Diagnosing the Buyer’s Current Situation

It seems everyone is in a hurry these days unless they’re retired. When people ask for one word that describes how superior vs. mediocre people sell I give a one-word answer: Patience. By that I mean they know you must first understand a buyer’s needs before having any product discussions.

Key #1: One of the ways to slow sellers down is to have them realize there is no selling to be done until a buyer shares a business goal (or a problem) they’re willing to spend money to achieve. If sellers entered every call with a menu of potential goals for each title, I believe there would be a significant improvement in the outcomes.

Key #2: A very unfortunate thing can occur after executives share goals. Some salespeople believe it gives them permission to launch into product pitches because buyers have expressed interest. Once again, patience is required.

A Players realize buyers they call on don’t fully understand why they can’t achieve their desired outcomes.

Discussing Current Situation with Buyers

If buyers knew, they’d fix things rather than take time to talk with salespeople!

A top-performing seller will ask a series of diagnostic questions to help buyers realize what may be “broken” in their current approach (without a seller’s offering). I refer to selling as a “hurt and rescue” exercise. When a buyer and seller are in agreement as to what areas are preventing desired outcomes to be achieved, wonderful things happen. It means the seller has established credibility and competence and that the buyer is more ready for the “rescue.”

Key #3: At this point, based upon how buyers answered diagnostic questions sellers should only discuss capabilities relevant to achieving the desired goal. This ultimately allows sellers to empower buyers rather than sell them. The question becomes: If you had the capabilities we discussed, could you (achieve your goal?)

The seller that does the best diagnosis is most likely to win the business.

Remember: People buy from sellers that are sincere, competent and empower them.

INFOGRAPHIC: 3 keys to diagnose buyer's current situation

San Francisco Sales Workshops

By John Holland, Chief Content Officer, CustomerCentric Selling® – The Sales Training Company

Frank Visgatis

As co-founder, President & Chief Operating Officer of CustomerCentric Systems®, LLC and co-author of the CustomerCentric Selling® sales methodology, Frank Visgatis drives the overall direction and strategy for CustomerCentric Systems®, LLC, leveraging 20 years of leadership experience. Visgatis knows how to conceptualize and execute a new business strategy into a winning company. He has done it numerous times - from co-founding a thriving commercial and residential real estate holding company to transforming a private consulting practice into one of the most successful sales training providers in the country. His ability to identify trends and changes in the sales ecosystem has helped improve the dynamic of interaction between sellers and buyers through the development of CustomerCentric Selling® and Sales Ready Messaging®. Visgatis' vision has propelled CustomerCentric Systems®, LLC as one of the industry's top providers of sales process consulting, sales training and Sales Ready Messaging®.

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