When I am talking to a prospect, I know that I need to persuade them to see things my way.
However, over the years I have observed sales presentations and at times have had a salesperson attempt to sell me something either personally or professionally, and I always notice something missing in the presentation. Do you know what was missing? Reasoning. The persuading part of the salesperson’s presentation is nonexistent. It seems almost illogical that a salesperson would not attempt to formulate any reasoning or persuading arguments. However, it happens all the time.
In fact, I can say with certainty that I rarely have a salesperson present a strong reasoning argument when trying to sell me anything.
I want you to think about what I am saying.
Yes, in fifty plus years I have never heard a salesperson make a reasoning argument as to why I should use their product or service. The fact that this is missing from any sales presentations makes no sense whatsoever since it is the salesperson’s job to persuade a prospect as to the reasons why they should use their product. Ask yourself, “Can I recall a time where a salesperson methodically explained why I should use his product or service?”
What usually happens is that salespeople interrogate the prospect to find a problem and proceed to demonstrate how their product solves the problem. But that process is not necessarily explaining why I should buy it. Sure, the fact that the product solves a problem may seem like enough of a motivator, but it is not. It is too simplistic.
Here are a few points to address when reasoning with a prospect:
- Is your company going to be able to deliver the product to suit the needs and schedule of the customer?
- Is your company going to be able to provide ongoing service for the product?
- Why is your solution different from any other company’s solution?
- Does your solution align with the customer’s goals for the purchase of this product or service?
- Is the potential customer going to have a good experience using your product or service?
- Is your product or service suitable for the potential customer?
- Does your product or service meet the affordability requirement of the potential customer?
These are just a few examples of questions that prospects typically have that are not being addressed when you rely on a basic “let’s find out your problem and then let me show you my solution” approach to selling. The underlying issue is that these questions are logical – any reasonable person is probably asking themselves these questions even if they are not asking you.
Do you think that reasoning with prospects is missing in most sales presentations? I know it is. Is it missing in yours? If so, take the time to learn the R3R1 sales process and become an expert on reasoning with prospects on the issues that concern them.