The Power of WHY in Sales
A few weeks ago I listened in on one of the most fascinating sales calls of my career. It began with the prospect stating absolutely: “There is NO way you will convince me to buy…” Wow! Talk about having a strong sales “objection!” I imagine most salespeople at this point would cordially reply “Sorry to […]
Ben Lai

A few weeks ago I listened in on one of the most fascinating sales calls of my career. It began with the prospect stating absolutely: “There is NO way you will convince me to buy…” Wow! Talk about having a strong sales “objection!” I imagine most salespeople at this point would cordially reply “Sorry to bother you, I wish you all the best…” But not this salesman. He knew his “why.” He knew that if he did not sell this man on purchasing his product, that his quality of life would be irreversibly afflicted. Would you like to know what he said instead?

“We’re not talking about buying a product, we are talking about your health”

This salesman got it. He knew that he wasn’t simply selling a product, but rather a change in his client’s lives. This young man understood the dangers and detrimental effects of inaction given their state of health. He knew that giving in was in his interests, not the prospect’s. So, he persevered. He debated. He educated. The amazing thing was, as a result of these efforts, the prospect began to pull down his own sales resistance. He understood that this determined individual on the other end of the phone really cared about him, and he began to listen.

Take-Home Lesson

Is it any wonder why this salesperson sells so successfully? As much as I would love to attribute his success to my training, I am humble enough to admit that this isn’t the case (well, not entirely anyway!). The power of his conviction motivates and strengthens his selling efforts. Simon Sinek aptly states in his book “Start with Why” that “People don’t buy what you do, but why you do it.” People buy from this young man because they understand why they are having the conversation.

Questions for You

Why are you in business? Why do you do what you do? If this is not clear, it’s time to do some soul-searching. You may start by talking to a friend or a mentor. Be careful not to settle for self-serving answers. Earning money and personal growth are important, but only understanding the contribution and value you make to others will give you lasting fuel for motivation. Speak to your best clients and ask them why they enjoy doing business with you. Quantify the results you are bringing them and build case studies to build your confidence. Remind yourself daily why you sell.

Summary

Understanding why you do what you do is paramount for your success in selling. If you truly believe in the value of what you are providing your clients, you will not give in so easily when your prospects find excuses not to act on their problems. If you wish to tap into this power, ask yourself “Why?” and let that undergird your sales!

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