Sales Scripts - How to Sell to a Prospect's Hidden Desires
Most sales scripts and pitches only find the prospect’s surface needs, the ones they are willing to tell you about.
If you want to know how to sell, and close more sales, you have to learn how to discover the prospect’s real wants and desires that will be deeply hidden.
All buyers will have hidden desires, and if you can give them hope of gaining those desires by buying your products or services you will have a lot more success.
Most of the time sales people achieve success by presenting benefits that meet the visible needs, and only by pure accident do they occasionally hit the hidden desires as well. On this page we look at how you can discover more of these hidden desires and increase your sales as you do so.
Sales scripts and questioning your prospects
When you ask your prospect sales questions to discover their wants and needs you get several layers of answers.
Your first sales questions will usually be wide open and start with: Tell me, What, How etc. These open questions will get you surface information about the customer’s wants and needs.
Your next questions in your sales scripts will be alternative type questions, and then closed questions, to get a deeper level of information and more specific detail about the customer’s needs.
And that’s where many sales people stop. But sales professionals look for the deeper wants, needs, and the hidden desires which are sometimes so personal a prospect will never give you them directly.
So discovering your customer’s wants and needs can be thought of as peeling back the layers and getting to the core where their true desires can be found, but not always clearly seen. There are sales skills and techniques that can help you to read your customers and lead you to finding those deep seated dreams that you can then link to the benefits your sales proposal.
Now see how you can discover your customers real wants and needs, and their secret desires…
Read your prospects to find their hidden desires
Imagine asking sales questions to discover the needs of a couple looking to buy a car.
Sticking to your sales scripts you ask the couple what is important to them and they answer: Fuel economy because they want to save money. That’s the visible customer needs.
You notice that the couple answer in a very flat tone and they have neutral or negative facial expressions.
They have answered together, indicating that saving money is a joint action that they have both agreed, but you notice that neither of them appears positive as they tell you about their joint action.
Your sales senses tell you that there are hidden desires here, and they may be different for each of the couple.
Their real desires are hidden, and this may be because they want to be seen as consistent with their joint goal of saving money.
So you ask more questions and read your customers as they answer. It can be like the children’s game of Hot & Cold.
As you read the verbal and non verbal responses to your questions you notice when you hit a hot topic and you try to get even hotter and closer to the answer.
Watch for slight smiles, these can be made with the eyes as well as the mouth. Listen for changes in tone and body language. You’re a people person, you can read your customers, just pay attention and look for what the really desire.
Prospects will often say what their partner wants to hear, what they are comfortable saying to a sales person, and be guided by morality and beliefs. If a prospect wanted a wild time on a vacation would they feel comfortable telling you.
If they were buying a car with their partner would they talk about looking cool with the top down and the music playing. No, but the desire is still there and hidden deep. And if you can discover this hidden desire and subtly add the benefits that will make it come true to your sales scripts, you will close the sale.
Use a sales process and make it easy to add these techniques
Throughout this website there are many sales techniques and skills that you can add to your sales scripts to become more successful.
But I often get asked how can all these techniques be added to a sales script, how do you remember what to do and what to say. The answer is to have a great sales process and know how to use it. Then you can add as many new sales techniques as you want to this process.
Having a great sales process has many benefits:
You always know where you are in the sale and what comes next.
You don’t need to learn words, just the steps of the sale.
You can add as many skills and techniques as you like to your process.
A sales process can be adapted for any product or service sale.
Using a sales process has proven successful for many professionals.
Become efficient at using a sales process when selling and then add the techniques on this page to discover the customer’s wants and needs, and their secret desires that will help you to close the sale.
Take a look at the sales process that I use with my successful sales teams. This is the backbone, the structure around which all our sales scripts and presentations are built. You can learn to use this sales process in just a few hours and then add the techniques from this page.