THE #1 RADIO STATION… here is a 'catchy' approach to understanding how our Customers think. It goes like this… "Every Customer listens to one radio station… and only one station…they listen to WIFM all day long". The acronym WIFM stands for, What's in It for Me? As humorous as this concept is, it's only human nature for everyone (including ourselves) to want to listen to this "radio station". Our Customers only buy when they are going to Win. If they're not going to win, why would they buy? Hence…WIFM.
Here is your ACTION STEP… successful Salespeople make sure that their message is played exclusively on WIFM. Here's how you can make sure that will happen:
1. Find out the Customers 'hot buttons'"… "What's important to you in this transaction? What are you looking for?"
2. Don't hesitate to use a trial close once you have their answer… "If we are able to meet those requirements, are you ready to go ahead and make this purchase?"
3. If the answer is NO, dig deeper… "What else do you need to see/hear/feel to help you go ahead?"
4. Critical Point… focus your presentation on their requirements… pay special attention to their "body language" when you are presenting. Make sure they aren't "changing radio stations" right before your very eyes! Stay on WIFM.
As long as you focus on what they want, you will get what you want. That way everybody wins. One last thought… it doesn't hurt to ask them in the middle of your presentation, "How are you feeling about this so far?" or "Are you comfortable with where we are going here?". Make sure they're still listening to WIFM and the competition will never have a chance to "play their music". NO Excuses.