Mistake 7 — You didn’t understand what they were asking

Understanding how and why people buy

When you understand why and how people buy, you’ll know that when they ask things like “how much?” or “what does it involve?” they’re not actually that interested in the price or how it works.

Yes of course people want to know what they have to pay, and they think they want to know what they’re going to get, but they’re more interested in whether you can solve their need.

Almost 9 out of 10 U.S. consumers say they would pay more to ensure a superior customer experience – (source www.helpscout.net)

They want to know if you can help them — this matters much more than the price. They just don’t know how to ask if you can help solve their most pressing, personal, deep-seeded need. Let me give you some examples.

  • If someone asks a personal trainer “when are your classes?”, what they’re really asking is “can you help me feel better about myself?”
  • When someone asks a web developer “how much for a website?”, what they really want to know is “can you help my customers find me?”
  • When someone calls a florist and asks “do you deliver?”, what they’re really asking is “can you help me make this process more convenient?”
  • When someone talks to a skin care consultant and asks “how much for a treatment?”, what they really want to know is “can you make me look younger?”

Do you get it? This takes practice! You have to know your audience. You have to know their desires and their pains. You have to be genuine. You have to want to help people.

If you genuinely show you care about finding out what the customer is really asking you, and you genuinely care about helping solve their need, you’ll get the sale!

Today’s challenge is to write down the 3 most common questions you get from leads and then translate these into what they’re really asking. Next time you are speaking to a customer, focus on the real question and help them solve their true underlying need.

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