Emotion Drives the Decision
Focusing purely on needs misses the most important part of selling: emotion. Once you have identified a genuine problem you still have to find the specific part of it that the prospect actually wants to solve.
Different Clients And Different Wants
A business owner worth 5 million dollars might want full control of his business and wealth long after he is gone and wants to preserve as much as possible for his heirs. Another owner with the exact same financial profile may not want to discuss mortality at all and instead wants to maximise results while he is still alive and active. Pushing succession planning onto someone in the second group creates resistance and not interest.
Ask Benefit Questions
Questions like how would it help you if we worked on succession ideas for your company invite the prospect to describe the benefit in their own words. Push further by asking how the solution would help their spouse, their children or their business partner.
Final Thoughts
When a prospect says the words I want this or I need this, you have found the real motivation behind the sale. It takes an honest at specific answer from your prospect to truly understand what will make them say yes. In your next meeting move past the logical need and ask one genuine benefit question to uncover the real want underneath it.
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