Prospects want new choices to deal with problems and hurdles to gains, not things to buy.

Each startup strives to identify a group of people who share a problem needing a better choice, guiding the solution they create. Then, with both in hand, the selling begins. Excited about what was accomplished, startup CEOs start a meeting by describing what was done, why, and for whom. Often the CEO ends with a question – so, is this for you? She presumed the prospect fits their profile.

Answering the question only takes a Yes or No.  When No is given, the sale has died.  And the CEO has yet to learn why the prospect agreed to meet.  On the other hand, given an opportunity, buyers like to share their problems at hand and things preventing advancement.  Often they will end with a question - so, could you help?  Usually, a few more questions help gauge the solution’s fit and value.  Then answer using simple and assuring words.  Your new choice makes the benefits likely or hard.  Your sale is alive with high odds of success.

Persuasive selling comes from curiosity.  Why did you agree to meet?  What is on your mind?  What new outcomes will lead to extra benefits?  Hold off on what was done, why, and for whom.  This invites the prospect to share valuable insights.  With this new information, now is the time for the CEO to lead.

Are you pondering the thinking behind this post?  Engage with your point of view at converse@marketenabledsales.com.