To summarise, the discovery is the most important part of any sales presentation. Because it’s the discovery that tells us what’s important to our particular prospect, and if done correctly, the very act of listening will build a great bond of trust between our prospect and us.
It is that bond that makes our prospect feel safe enough to divulge their first-level, second-level and third-level buying motives, and tell us what their true objections are.
If the trust is good enough, our prospects will feel comfortable enough with us recommending a particular product or service that will meet their needs.
Soon, we’ll look at what to do with those tougher customers, the prospect that blocks us in the survey and doesn’t give us the information we need. Or, what to do when we just simply can’t find a Dominant Buying Motive. In our training, we spend a lot of time role-playing these questions, and sharing what the answers mean with participants so they can use these answers to better solve their prospects problems.