We needed a new dishwasher. The old one was leaking and the plates were coming out almost as dirty as they went in. So my wife and I headed out to the local appliance store. You need to know that price was not an issue and that my wife was the decision maker; I was along for the ride and moral support.

At the store, the salesperson led us to a display of seven different models. The first question he asked was, "How much do you want to spend?"

"As little as possible for a really good one," she responded.

"Great. Let me explain their features and benefits, and then you can make your decision. By the way, we have all of them in stock, with black, white and almond face panels or, for a little more, stainless."

And for the next 20 minutes, he told us all the wonders of modern dishwasher technology, detailing each model. At the conclusion, he asked, "Which one would you like to take home?"

My wife looked totally confused and replied, "I appreciate your time. I didn't know there were so many differences. We'll need to think it over."

Getting back to the car, she told me that she was totally confused and asked me to take her to another appliance store.

At the second store, the salesperson came over as we were looking at their models and asked us one question.

"Are you looking for one like the one you have?" She nodded, and he asked “Which one is it?” He pointed to one that was nearly the same, and she said, "I'll take it."

Muddy water

The first salesperson was very well informed, very professional and spent 20 minutes eloquently yet totally confusing and frustrating my wife, and he didn't make the sale. The second salesperson spent four minutes and made the sale.

If you think the second salesperson made the sale because my wife was frustrated by the first salesperson, you're only partly right. If the first fellow had done what the second fellow did, he would have made the sale... So why did the second fellow make the sale?

He asked my wife a question that got to the heart of the matter, and there were only three possible answers, and any one of the three answers would give him direction on how to proceed with her. “Yes” led to him pointing out the closest equivalent. “No” or “I’m not sure” would have prompted him to ask more questions about what differences she was seeking in the new one so he could help her narrow the field of choices.

Make it a clear decision

Prospects often process information in one of two ways: either by how the product is similar to or how the product is different from the one they already have. Narrowing the field of choices to match the perceived needs of the customer is one of the most important services a salesperson can provide.

Telling my wife all of the wonders and differences between the whole range of dishwashers only confused her and made it more difficult for her to make the decision. Confused prospects do not buy.

A great question to ask when someone approaches you about your product or service is, “Have you ever purchased [your product or service] before?” ”What were your biggest priorities on that purchase?" Then ask, "Do you have the same priorities this time, or do you want something different?"

If the priorities are the same then formulate your closest equivalent solution. If they are different, then you need to ask as many questions as necessary to help you narrow the focus and formulate the solution that is the closest match with the priorities you uncover. Then you can proceed with determining whether they are willing to invest what it takes to buy your solution and how they will go about making the ultimate buying decision.

Once you know with certainty their priorities, budget and decision criteria, it’s time to prescribe your solution, and the decision for your prospect will be clear.

Joe Marr is a public speaker, sales and management consultant and trainer, and runs the Sandler Sales Institute at 501 Avis Drive in Ann Arbor. To get more information on Selling Smart training sessions being conducted this season, call 734-821-4830 or visit his website at www.sandlerannarbor.com.