A Paradigm Shift to Sales: #1 Building the Need

In this edition of our Broker Success Series, Artur Budimir, Account Executive and Broker Success Advisor, talks about the sales mindset necessary for broker success

Sooner or later, everyone realizes the importance of being able to know how to sell.  It is a vital skill that you won’t get from parents, teachers, or schoolbooks.  And the sooner you lay down this foundation, the better and easier your life becomes.

However, most individuals learn sales incorrectly because they witness it second-hand.  They are on the receiving end of a terrible sales experience and will naturally mimic something they themselves clearly identify as unpleasant, because that is all they know.

While undoubtedly the best way to acquire any skill set is through personal repetition until that skill is mastered, you can expedite the learning curve if you approach it with the right perspective and intentions.  In other words, the mastery of sales comes when you apply key paradigm shifts.  Here is one to assist you in whichever step of that journey you may be in.

Building the Need

Read any sales book or go through any sales job training, and they all essentially boil down to a sales process of the same four principles:

  • Discover
  • Educate
  • Recommend
  • Close

The problem?

Everyone skips the first one (that is why you normally despise the typical salesperson!).

Discovery is the most important step in the process.  That is when you ask the other person questions to discover their “why.” You are attempting to get at their core motivations.  But you need to go several levels deeper than simply asking questions.  I refer to this as building the need.

Building the need is asking a series of open-ended questions to help the client realize that they can benefit from a product before that product is even brought up.

Think about standard sales.

They tell you about the product first, and then give you a list of reasons why it will change your life.  But now your guard is up because they went into sales mode.

When you start with discovery by building the need, you will find out what pain points they have in their life, and then and only then can you provide your product or service as the solution.

A Paradigm Shift #2 >>