Counselor Selling: Discovery

Discovering your market is important. Narrow your target audience to make it easier to communicate and capitalize on your limited resources.

People don’t see the need

People don’t feel need as important

People don’t really care.

Understand “No Need”

Marketing strategy is the basis of the product and what distinguishes it apart from the competition.

When people are satisfied with the status quo, they will not buy the change that’s implied by a new purchase.

The marketer’s role is not selling their prospect a pitch. Their role is to help the prospect buy and solve their want or need.

The best thing you can do is ask questions and listen attentively.

What you know after Q&A is how to…

Help discover and clarify needs, objectives, and goals

Investigate what might be causing those problems

Solve those problems and attain objectives and goals

People do things for their reasons, not ours.

The art of motivating.

General Principles of Human MotivationWe are at our most persuasive when we help others persuade themselves.

People are motivated by basic needs –help people discover needs that are either not satisfied or in danger of future non-satisfaction.

A satisfied need is not a motivator.

Put yourself in the buyer’s shoes and ask yourself…“What kind of satisfactions are likely to bring this person a sense of well-being?”

“What satisfaction is this prospect likely to gain from buying my product?”

The 3 Task MotivesCost vs. Effective

More Profit vs. More Output or Quality

Less Cost vs. Less Effort

Personal NeedsRespect Power Approval Recognition

A problem is the difference between what you have and what

you want.You need to learn about the present situation, the objective

and the cause of the problem.

The Art of Being Right isn’t discovered while we’re talking – it is discovered by listening.

Only when we think about a sales interview do words like empathy, listening, understanding, and discovering come to mind. Those words convey an interaction, something happening with someone.

SalesInterview(First)QuestioningListeningProblem OrientedInfo GatheringClient Talks

SalesPresentation(Second)ColorfulDynamicSolution OrientedInfo GivingSalesperson Talks

2 Types of QuestioningFact-finding questionsFeeling-finding questions

Feeling-Finding Questions“How do you feel about that?”“How do you think it should be done?”“How much of an increase would you like to see?”

Feeling-finding questions are a particularly powerful means of raising task tension – they let the prospect do the talking and help them to verbalize/crystallize the problem.

Testing The Extremes

Questioning StrategiesWho decides?Degree of importanceCost of the problemFinancial expectationsPreconceptionsImplementation and timingCriteriaOpenness to changeCompany politicsThe decision-making processBuyer-vendor relationsSituational conditions

Listen selectively, responsively, and empathetically.

Selective Listening is selecting what is relevant – listen with your eyes.

E valuateA nticipateR eviewS peculate

Responsive Listening as Verbal Rewards

Empathetic Listening

“So what you’re saying…”“Let me see if I understand what you just said.”

The Discovery Agreement is a summary playback, verbal and/or written, on the nature of the problem and its probable causes, plus a request for agreement.

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