Here’s a quick quiz: Which prospect would you prefer meeting with?
- Prospect #1: Someone who has been battling with a particular problem, has finally decided to do something about it, and calls you!
- Prospect #2: Someone who has been battling with a particular problem, continues to struggle with it, but has decided to take your call and talk about it!
I’m pretty sure I know which prospect you’d pick. After all, most in sales have been taught a, “needs-based” approach to selling. That means that we find people who have needs, and link those needs to the benefits of our product or solution. Yep, there’s nothing like having a prospect who already knows what they need, and are simply looking for a salesperson to address whatever those needs are. Well… you might want to be careful what prospect you wish for.
For instance, did you know that Prospect #1, a precious prospect with needs, represents 8% of the customers in this world? It sure is tempting to focus our time, attention, and tactics finding and selling to this small group of prospects. Did you also know that, by doing this, you miss out on almost ten times that number of prospects who have no needs, but they have something even more precious. They are living with problems that, in their minds, are not worth fixing… yet.
Please remember that you will not be the only one trying to sell this prospect. Rarely does a person, who has finally made a decision for change on their own, call just one person. They called you with a list of needs, and they’re calling your competition too.
Oh, and cross your fingers regarding those cherished needs a prospect eagerly hands you. You must remember, you have entered the customers’ decision cycle so late, they have already locked down his or her list of needs. Those needs are often molded by existing problems, and by other salespeople they’ve come in contact with.
Finally, if all you are doing is listening a prospect’s needs, and you’re providing a solution, be prepared for a price war. Don’t blame the prospect for that. If the extent of your work is to simply address a prospect’s needs, not really ask any questions, and offer a solution, why should the prospect pay you more? Why shouldn’t price be the customer’s most important criteria?
To be clear, I’m not hanging up on anyone who calls my office with needs that he or she would like addressed. Of course, I’m not sure if we should even call that selling; I think it’s more like order taking, and that’s if this amazing prospect with needs actually ends up buying anything. No, I’m picking Prospect #2, and for the record, the choice isn’t even close.
… I want these prospects because through my questions, I can influence their needs to look more like the strengths of my solution or product. I expect to accomplish this in a consultative, ethical manner.
… I want these prospects because I have an opportunity to ask these prospect questions no one has ever asked them before. We all want the prospect who has a list of needs and wants us to provide them with a solution. A royal flush wouldn’t be bad either, but anyone can win with that hand. Learning to create trust, and problem solve helps you to win the more difficult hands.
… I want these prospects because if I do a good job selling, the development of his or her needs will be done with me by their side. This keeps prospects from making uninformed decisions, and that’s how salespeople earn their commission. It’s the way I intend to earn mine.
… I want these prospects because I can create a sense of urgency to combat the expected fear of change these prospects almost certainly will have. This happens to be one of the biggest objections most salespeople face. I wouldn’t mind taking a proactive approach to eliminating it early on.
… I want these prospects because if I can find one problem, just one problem they were not aware of, I can get them to look at the potential impact of that problem. By doing that, my prospect will be grateful and look to me, rather than my competition, for help. What a nice way to diminish, if not eliminate, price as an objection.
“Learn to sell a prospect who calls you, and it will make you a sale. Learn to sell a prospect who hasn’t made a decision for change, and it will make you a career.”
The fact is, I want these prospects because my success as a salesperson depends on my ability to sell this particular prospect. Waiting for prospects with needs is a “lay up.” I don’t discount these prospects, but I’m also not really so sure there is even a need for a salesperson. A customer service rep should do just fine in this situation, and that’s because all the prospect really needs is answers to questions before they hang up and continue their search. That translates into calling another vendor. If you open up your marketing efforts to find those who have problems, and no needs, you open up a prospect pool that will dwarf those who have needs and are trying to find you. Now that’s a wish worth making!
What do you get when combine energy, enthusiasm… and great content? You get a “Pocket Sized Pep Talk!” Tune in and you’ll hear a collection of BLArticles®, conversations, and interviews that are sure to teach, motivate, inspire, and oh yes; entertain! https://podcasts.apple.com/us/podcast/pocket-sized-pep-talks/id1497772972
I was also on, “It’s Not Rocket Science! Five Questions Over Coffee,” a fun podcast with Stuart Webb. You can listen to the podcast here: https://thecompleteapproach.substack.com/p/five-questions-over-coffee-with-rob#details
If you are looking for something to listen to on your next coffee break you might enjoy this brief chat between me and Tom Bailey, Founder of Succeed Through Speaking and the Succeed Through Speaking podcast. Listen closely if you would like some high value ideas to boost your business results.
You can read the transcript here – https://bit.ly/3BOfU7o
You can watch the podcast here – https://youtu.be/w-QgGvweE2M
You can listen to the podcast here – https://apple.co/2YVGWuN
I Zoomed my way to India to speak with Motivational Diaries, and Ashish Janiani. We spoke for about 30 minutes about sales processes and training for success.
Sales Process To Sales Success || Interview With Robert Jolles – YouTube
If you want to read some “Life Lessons” I was able to share in a recent interview, you’ll find them here: https://worldclassperformer.com/short-life-lessons-from-robert-jolles/
I had the pleasure of appearing on Robert Miller’s, Follow Your Dream Podcast and thoroughly enjoyed the discussion. We go way back in this conversation to my first memories of performance… at age four! I’m sure you’ll enjoy it! https://follow-your-dream.simplecast.com/episodes/rob-jolles-superstar-salesman
I took another spin on, “The Abundant Accountant” podcast, and talked about a number of issues including why sales training so often fails found here: https://theabundantaccountant.com/episode-101-why-sales-training-for-accountants-and-tax-firm-owners-fails-and-how-to-avoid-it-with-rob-jolles
I also mixed it up with a wonderful podcaster, Terry McDougall on her Marketing Mambo show. As she puts it, we “Cha-cha-chatted!” If you want to hear sales and marketing go toe-to-toe, you’ll enjoy this show. https://www.buzzsprout.com/1569061/8172686-the-art-of-influence-in-sales-and-marketing-with-rob-jolles
I recently did a podcast with a wonderful, new, and up-and-coming star named Jahmaal Marshall. His podcast is called, “Listen Then Speak.” I’ve done a lot of podcasts, but we got into topics I rarely talk about, and I’m quite sure you’ll enjoy the show! https://podcasts.apple.com/us/podcast/listen-then-speak/id1550684472
I’ve appeared on the “Small Business Advocate Show” with Jim Blasingame for almost 20 years now, and you’ll find dozens of our conversations on his website. We just sat down a few weeks ago for a great conversation about selling fundamentals and the strategic use of stories. Here’s a link to over 100 interviews done over the years, including my most recent interview that explores our many behaviors we display that are based more on a default mechanism than actual logic. https://www.smallbusinessadvocate.com/small-business-experts/rob-jolles-134
We posted a video series on delivering amazing online presentations with my friend, Jeremy Webb. We go over some great stuff including:
- How to Select the Best Equipment for Online Presentations
- Pro Tips for Sustaining Interest in Online Presentations
- How to Look Like a Pro!
- Public Speaking Anxiety Tip
- Virtual Office Setup for Online Presentations
You’ll find the whole playlist here: https://www.youtube.com/playlist?list=PLRO7BsBDl6oL-6ZPW3O01x-g5PiR38ljL
I was recently interviewed on the “Salesman Podcast,” which was a lot of fun. If you’re looking to Change Minds, check out this podcast: https://www.salesman.org/the-simple-step-by-step-process-to-influence-anyone-with-rob-jolles/
I loved talking about the book, Why People Don’t Believe You on a podcast that I’m sure you’ll like called Onward Nation: https://predictiveroi.com/podcasts/rob-jolles/
After 30+ years as a professional speaker and trainer, one of the most common questions I get is this: “How do we make sure the training sticks?” Take a moment and listen to this podcast; “SalesChats” with John Golden. If you want to know why most training fails, listen up! https://www.youtube.com/watch?v=KR3dDOlTK7U&list=FLxBXKhqz0xBwbUPMqNthAJA&index=2&t=1293s