Four Questions You Must Answer

Author Brian Tracy in his book The Psychology of Selling says, "Businesspeople ask themselves four questions that you must answer clearly and distinctly to gain the sale. The questions are:

• How much do I pay?
• How much do I get back?
• How soon do I get results?
• How sure can I be that I will get the results you promise?"

Price-conscious customers zero in on the cost quickly. While this is a question that has to be addressed, it is imperative that you lead the conversation to identify the prospective client's needs. In a service-based business climate this upperhand can be easily gained simply by saying something like this, "We have a variety of scenarios that can meet your budget concerns, but before we talk price, why don't you tell me what it is you are looking for?" This engages the prospective client to describe to you her wants, needs and desires.

A common tendency of zealous business owners is to put out a laundry list of goods or services they sell. Much more important to the consumer are the benefits of what you are selling. This is the core of question number 2. The customer is evaluating if the exchange of money for your product/service is in his favor. Does he come out ahead? It's a question of ROI. I'd like to suggest that you consider the ROI from the customer's point of view, not yours. You may think sliced bread is the best thing ever: it saves time at breakfast, it makes sandwich making a more pleasurable experience, and jelly spreads so much more easily. But your customer wants to make a bread bowl salad and sliced bread doesn't cut it.

Question #3 points out the urgency of the need and/or the lasting impact of the benefits you offer. How you sell financial services to a young person is not the same as how you approach someone about to retire. Identify a prospective client's sense of urgency and tailor your solution honestly highlighting the benefits of what you offer.

Consumer advocacy groups, buyer beware alerts, and customer burn notices have taught us to be cautious when making purchases. It all comes down to the risk the prospective client is taking when purchasing what you offer. Your objective is to build trust, reduce risk and provide reassurance.

Take the time to carefully consider these four essential questions every buyer asks in one way or another. Address them clearly (value, cost, time, risk) in a way that aligns their needs/wants with your solutions. Result: increased sales.