Doug Robinson – Robinson Training Solutions, LLC

yellowbrickroad1♪ Follow the yellow brick road. Follow the yellow brick road.

♫Follow, follow, follow, follow; follow the yellow brick road.

I find it hard to believe that there could be adults in this country who might not be familiar with the 1939 movie, the Wizard of Oz. In this classic story, a tornado transports Dorothy from her home in Kansas to, “somewhere over the rainbow” and deposits her and Toto, her dog, in a very strange place. Long story short, the only one who can help her get back home is the Wizard of Oz, who is the monarch of the EmeraldCity, a day’s journey on foot. Dorothy, Toto and three newfound friends are told to “follow the yellow brick road”, in order to reach their destination and get the help they need from the Wizard.

Although there are differences between all of us in areas like appearance, personality, and behavior, people do seem to have one thing in common, and that is how they make buying decisions. Whether we are buying a battery charger or a Dodge Charger there are several questions we subconsciously ask and answer as a part of the purchasing process. I like to call this the buyer’s, “yellow brick road”, because by following it they will reach the destination they seek.

1. Do I like you and can I trust you?

People buy from those they like and trust. In order to become likeable and trustworthy it’s important to make a solid first impression by having a neat appearance, a pleasant voice and smile, and a positive attitude.

2. Do you really care about me?

Everybody on the planet has an invisible sign on their chest that reads, “Make me feel special.” In order to accomplish this, while being likeable and trustworthy, you need to ask lots of “W” questions; What, Why, Where, Who, When and of course How. As the prospect responds you should listen, paraphrase, and takes notes. This insures the buyer will feel special and won’t just feel like your next sale.

3. Do I really have a problem?

Sometimes the prospect is aware of the pain and sometimes they aren’t. Make sure to complete a judicious assessment, documenting and defining the problem. Be aware that “surgery without a diagnosis is malpractice.” Make sure you maintain your integrity by not overselling just because you can. What goes around comes around and your sins will seek you out when you sell unnecessary products and/or services. Treat every prospect like you would want your own mother treated.

yellowbrickroad24. What can you do for me?

Continue the conversation by offering your solution, showing what your product or service will do for them. Remember that features tell, but it’s the benefits that sell, as you give your explanation. Benefits come in two flavors; logical and emotional. Logical benefits tell how the feature works, while emotional benefits tell how the customer will feel once they have them. Demonstrate as you elaborate to help your prospect really “see it.”

5. Is this a good business decision?

Assuming you have made sense to your prospect up to this point their next subconscious question will be whether it is a good deal financially. It’s critical at this juncture to qualify your company as the one for the job, citing differences and areas where your firm is superior. You must be able to stand up to buyer scrutiny, as well as the yardstick of your competitors.

5. Do I want it and should I take action now?

yellowbrickroad3It’s normal for folks to hesitate prior to pulling the trigger, even when they really want what you are offering. Picture them standing on the edge of a bridge with a bungee cord around their ankles. Don’t be surprised to hear a volley of objections, culminating with the hated and feared, “We want some time to think it over”. At this point be careful not to, ready…fire…aim in frustration. Remember that people don’t want to be pushed but they like to be led.

Carefully navigate through this minefield with empathy, using low key techniques such as a simple Ben Franklin discussion. Recap by reminding the buyer how your solution will eliminate their pain and that you will stay connected with them long after the installation is finished.

If you successfully responded to the first four questions, you will no doubt gain a new customer. Always remember that selling is not something you do to someone, but rather something you do with and for someone.

Customers that are sold this way tend to remain loyal for the long term. Additionally they are more likely to give more and better referrals, including introductions. That’s important so that you can repeat the process over and over, in order to build a company within a company.

How about that? You didn’t need to see the wizard after all!

Doug

©2013 Robinson Training Solutions, LLC