23 March 2025
Let the problem guide the way
Prospects don’t buy products; they buy solutions to problems. So, let’s focus on the problem.
Start with this question:
“What’s the one thing you’d change about your current situation if you could?” This question uncovers what really matters to the prospect.
Why problems create connection
When we listen to a prospect’s problem and repeat it back, they feel heard. And when they feel heard, they trust us.
Example phrases to get started:
- “What’s been the toughest challenge you’ve faced this year?”
- “If I could wave a magic wand and fix one thing for you, what would it be?”
- “What keeps you up at night?”
Story time
I once asked a prospect what their biggest financial concern was. They vented for 10 minutes. I said, “It sounds like you’d love a plan to reduce those worries.” They smiled. We closed the deal the next week.
Humour
I asked a prospect, “What’s your biggest problem?” They said, “You calling me at dinner.”
The best way to connect with a prospect is to speak their language... unless it’s sarcasm. Then, good luck.
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