Only If He Finds It To Be Advantageous…To Himself!

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I recently received the following question that, while many in sales will easily relate to, they probably won’t like my answer:

“Hi Bob, I work as sales account manager for a large organization focusing mainly on B2B (Business-to-Business).

My question is, I am closing my year end in another 30 days and I know one of my customers is planning to buy my products but his planned purchase is 90 days away.

If I can close this order within 30 days, I will be able to meet my target for the year. This is very critical for me in terms of my salary.

Please help me if you have any suggestions.”

Thank you for your question and — as a fellow salesperson — I can absolutely “feel your pain.” Basically, though, as critical as the order being placed within 30 days might be to your personal income, it’s even more critical that you understand the following:

Your customer doesn’t care.

He is not at all concerned about your quota or deadline. More importantly, he is not going to change his buying decision (from 90 to 30 days) because it’s better for YOU.

He’s only going to do it if somehow you can make it better for HIM.

So, the question is, what can you do to make it more advantageous for him to buy within 30 days rather than 90 days?

That, right there, is the question. And, it’s the only question that matters.

How would his making the purchase within 30 days improve his busines?…His life?…His situation?

If you can come up with the correct answer and then effectively communicate it to him, then it can happen.

Remember, selling it isn’t about you and your needs; it’s about him and his needs.

Best of success!

by Bob Burg

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