Your Target: Personal, Emotional Need! | Rush's Take
Mar 14, 2024
“People do things for their reasons; not for yours!” I have accepted that statement as a universal truth and I am on a crusade, committed to spreading those words of truth throughout the SAYA nation and beyond to those anonymous many, who wait, with bated-breath, for my next words of wisdom…cough, cough!
The word “pain” is ubiquitous in the sales training arena. Although used by every Tom, Dave and Harry, it varies in specificity and definition, often determined by the courage of the trainer to be able to effect change. I say that because:
- Uncovering pain is difficult to do. (the seller needs a formula, like SAYA’s, to uncover “pain”.)
- A selling system should be linear and in many of these systems, the seller, unable to uncover pain, should not move forward with the system. (Most SP resist leaving a live opportunity, even if the SP doesn’t know what leverages the buyer to buy which would have been obtained with an effective DICE panel or five.)
- Some sellers are reluctant to make their potential buyer uncomfortable, by leading them to uncover “p-p-p–pain”.
With that in mind, I believe the sales pro (when asking “what is your problem”), must master the skills required to take the answer, (which is first given as a safe response), through several levels to the real “why”. (which, if done correctly, are expressed as needs: a) personally and b) emotionally articulated! (Illustrated below)
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THE SELLER’S SAYA DICE PANEL QUESTIONS |
THE BUYER’S ANSWERS “I need a new lawn mower.” |
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Share a bit more about that? |
I bought my old one 10 years ago and it just doesn’t start easily anymore. |
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How long OR how often has this been an issue? |
It’s been this way for 2 years now. |
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Help me understand WHY this problem exists |
Because I have to spend so much time getting it started, mowing the lawn takes me at least 4 hours. |
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What have you done to address it? |
I’ve done everything I could think of including having it in the shop. |
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How is this impacting you, personally? |
It kills my weekend and free time! |
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How do you feel about it? |
Just makes me mad to waste all that time! (Personal, emotional need.) |
GUIDELINES FOR THE DICE PANEL
- The sequence is essential!
- Employ active-listening techniques throughout.
- When you ask a question, get an answer to that question.
- This is a time for you to ask questions. Instead of answering their questions, which might give them information you don’t want them to have at that time, ask them a question to change the direction information flows.
- In general, the less verbiage you generate the better. The attempt here is to keep them reacting from their Right Brain (emotions) rather than their Left Brain (technical).
With a belief in the thesis statement - People do things for their reasons, not for yours. - and the commitment to refrain from attempting to force your products on someone who doesn’t admit a real need for a solution to their problem, a salesperson trained to uncover “pain” can increase effective control of the sale and provide leverage leading their prospect to buy!