The Secret to Successful Sales

THE
SECRET TO
SUCCESSFUL
SALES
Satisfying the subconscious buying
stages of your prospective client.

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www.PreparingForLaunch.com

SATISFYING YOUR PROSPECT’S
BUYING NEEDS.

But, that’s easier said than done.
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What is the secret to successful sales?

1) WHAT AM I BUYING?
2) WHY AM I BUYING?
3) HOW AM I BUYING?
Let’s take a closer look at each of these. >>



When making a buying decision, your prospective client always goes
through three, almost entirely subconscious stages:

WHATAM I BUYING?
This phase of the buying process deals with the cognitive (or
"thinking") part of the mind. Though it seems obvious, the
importance of identifying and distinguishing the specifics of the
product or service cannot be underrated. If you are purchasing a car,
you need to know the general specs: what is the safety rating? What
is the gas mileage? Color? Year? Model? Is there a warranty? These
are the basic facts and figures of the product or service.



WHATAM I BUYING?
If you have a complex or little-known
product, you may need to spend more
time guiding prospects through this
stage of the sale.



WHYAM I BUYING?
This component of the buying process is determined by the
affective (or "feeling") part of the mind.
People make purchasing decisions according
to their values.



WHYAM I BUYING?
One person may buy from a particular company (even if the prices
are higher) because he shares the mission and values of that
organization. Another person may buy a lesser-priced, generic
product because she esteems frugality. Yet another individual may
buy the safe car over the flashy one because family safety is
more important to him than impressing friends.



WHYAM I BUYING?
Key lesson here:
A successful salesperson learns the values-system of the
prospect, and proves that a purchase of the product/
service leads to the fulfillment of those values.



HOWAM I BUYING?
This is the one phase of the buying process that is either
misunderstood, grossly overlooked, or both.
How someone buys is affected by the conative (or "doing") part of
the mind. Any time a person strives to make a decision, solve a
problem, or create a solution, he follows an ingrained method for
doing so.



HOWAM I BUYING?
If your prospective client’s natural decision-making method
is satisfied in the buying process, then a sale can be made.
If that method is ignored or even conflicted, then the sale is
most certainly DOOMED.



HOWAM I BUYING?
Here's what I mean by
determining how a person buys…



HOWAM I BUYING?
Some people need to get all the facts, comparison shop,
read the reviews, ask around…essentially become an
expert on an item before they buy it. Even one
unanswered question could cause enough doubt and
stress to kill the sale.



HOWAM I BUYING?
On the other hand, individuals who are natural bottom-
liners can be talked out of a sale. If the salesperson
shares too many facts and figures, the prospect shuts
down and moves on.



HOWAM I BUYING?
As another example, some people need to touch, taste, hear, and
see the product. Merely talking about the quality of an
item does not satisfy their need to concretely experience the
quality of the product. For instance, some hinge their car-buying
decision on the test drive, others see taking the car "for a
spin" as a completely unnecessary step.



WHAT YOU NEED TO DO
It is critical for you to
remain buyer-focused.
Learn the "purchasing MO" of the prospect.



WHAT YOU NEED TO DO
1) Ask questions like:
•  "How do you best receive information?”
•  "What can I do to make your decision-making
easier?”



WHAT YOU NEED TO DO
2) Observe their behavior and responses
3) Listen to the prospect's expression of
needs (for more information, more time, a
product sample, flexibility, etc).



WHAT YOU NEED TO DO
When it comes to a successful
sale, majority does not win.
ALL of the questions (What, Why and How) must
be satisfied...not just two out of three.



WHAT YOU NEED TO DO
If you are struggling to convert prospects into clients,
use this information as a diagnostic tool. Evaluate your
sales process against each of the three phases.


>> Ask yourself: Am I taking intentional and
strategic measures to meet the needs of my
prospects in every stage of their decision-making?

WHAT YOU NEED TO DO
So, forget the “5 Ws” from English class.
All you really need is the
What, Why and How.



WANT MORE PRODUCTIVITY JOLTING ADVICE?
Visit www.PreparingForLaunch.com


MEET EMILY MELIOUS
Emily is a consultant, speaker and writer on the
topics of personal development, natural strengths,
productivity, performance, hiring and team synergy.

The Secret to Successful Sales

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