If you were to ask a group of 100 health care practitioners how much sales experience they have, the overwhelming majority would say little or none. Yet health care practitioners have been trained more than any sales representatives I know in the most essential component of a successful sales transaction – diagnosing the problem before writing a prescription.
People invest in products or services to solve a need and in many cases, to resolve a specific problem. The average sales representative never bothers to determine their prospect’s problem. Instead, they simply launch into their “pitch,” outlining the many wonderful features (and benefits) of their product or service, in the hope that the prospect will see something in the presentation that will compel them to buy. Unfortunately, most sales representatives rarely take the time to diagnose the prospect’s problem/need before they start prescribing their solution. This approach results in low close rates and a tremendous waste of personal and company resources.
Practitioners, on the other hand, never prescribe a solution without understanding as much as they can about the patient/client need. They accomplish this task by asking questions designed to elicit answers that can lead them to a proper diagnosis. Then, they can confidently prescribe a course of action to solve the problem.
This process is precisely what professional sales representatives do every day. They ask questions that allow them to uncover the prospect’s problems/needs before they prescribe their product or service as a solution. In many cases, professional sales people learn through the questioning process that their product/service cannot solve the prospect’s needs, saving both of them valuable time and money.
The true science of selling is based upon solving real needs through effective solutions, allowing both the client and the seller to “win.” The key to creating this win/win situation is based on the ability to diagnose the need before starting the prescription process.
So, the next time you have the opportunity to make a sales call, make sure you take the time to properly diagnose your prospect’s needs. Ask pertinent questions that will allow you to determine whether your prospect is a qualified candidate, and if so, how your product/service might benefit or solve your client’s needs. If you master this process, your close rate and income will improve – along with a more efficient use of your time and company resources.
