Many salespeople call on accounts and are extremely anxious to tell them about their products and services.

After the sales call, they walk out bewildered why they didn’t get an order. “I told them every reason why they should buy but nothing happened?” 

If you are dropping off information, proposals or marketing materials without really understanding your customers’ buying motives, you are spilling your candy in the lobby.

Once they have your information and pricing, do they really need you anymore? The customer wouldn’t shop your information to your competitors, would they?

Are you or your salespeople spilling their candy in the lobby? If so, stop it. Customers are not entitled to your information or demonstration until you understand their buying motives, money and how they make decisions.

Think of it this way - your information about your product or service is more valuable the longer you hang onto it. Spend your time asking prospects and customers about their situation as it relates to your product or service.

What are their goals for the year, their current initiatives? What barriers are they trying to overcome, and what have they tried so far, and have they been successful?

Once you understand what your prospect really wants and why they want it, it becomes much easier to craft a strategy that positions your product or service as their preferred solution.

You become a solution provider rather than a salesperson.

And if you get really good at asking questions that lead them to discover their real needs, you can become a trusted advisor - an inner circle confidant that they can really trust.