Jeffrey Gitomer's Little Red Book of Selling: 12.5 Principles fo sales greatness: How to make sales FOREVER (Jeffrey Gitomer's Little Book Series)

by Jeffrey Gitomer

The biggest barrier to a sale is the unspoken risk that a prospect perceives. Every time you say a word or take an action in the selling process, the prospect passes a judgment: on you and your product or service. Should I buy or should I pass? Do I like this guy? Trust this guy? Believe this guy? The prospect is weighing several factors, but the primary one is: What's the risk of buying vs. what's the reward of ownership? The secondary factor is: what's the need vs. what's the value? If the reward is high and the risk is low, if the need is high and the value is high, then the order is almost certain. The problem is that the buyer keeps this information to himself. His "hole-cards" if you play poker. And he's not gonna show them unless you "call." You put in your chips to see his cards. Once these factors are uncovered. Once he shows his cards, he has revealed his "motive to buy," the single strongest piece of sales information you can obtain. It's also the single hardest information to obtain. Keep reading ... If you eliminate risk, they will buy. If you don't eliminate it, they will not buy, and you will not know why. So you have to ask the prospect, just like you ask for the sale. What's the risk vs. what's the reward? The secondary question to ask is: what's the need vs. what's the value? The difference (and the power) in these questions is when you ask about risk/reward, and need/value, you'll get better, more intelligent, more honest answers. They're higher level sa...