Determing the Gap

In your sales efforts, you need to determine the needs of the prospect. Brian Tracy calls this 'gap analysis'. You are a "problem detective". He says your job is somewhat like a police inspector searching for suspects, to find problems for which your product or service is the ideal solution. You need to establish what the person would like to see different from the current situation. What would they like the situation to be? The 'gap' is the difference between their current circumstances and their desired circumstances. Only when you have made this determination can you proceed with your offering, your solution to their difficulty.

To find out, here's the 'big sales secret'. ASK! Yes, your use of open-ended questions is your greatest sales tool. Use them to dig for hidden needs, to uncover unmet desires. Have some idea of the kind of questions you want to ask; however, displaying sincere personal interest is more important than a standard questionnaire. When it is very clear what they would like to see different, what the need is, and you are sure you have a cost-effective solution, you can then present your idea, which makes the 'close' a lot easier. Offer yourself in a consultative role, rather than simply as somebody trying to sell them something. Show the prospect how much better his or her situation could be by owning and enjoying what you are selling. The person must also feel that the 'gap' between the current situation and the situation your solution would create is large enough to warrant taking action. With the use of samples, pictures showing your work on similar jobs, or by 'painting a word picture' the person will picture himself or herself already benefiting from what you do.

When you identify a need and you can fill the gap, then ask for the opportunity to provide the answer. You will then make a sale!

New Businesses Care the Community!

SEA Businesses raise over $1200 for United Way. Please click on the link for photo and article: http://businessenterprise.ca/sea/uwthanks.asp