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Steps of the Sale
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Establishing and Maintaining Rapport
they  feel  they  must  pick  one.  If  prospects  appear especially  perplexed  about  what  they  want,  you  might ask, “There are so many choices in the world today. Are you looking for a little direction?” This makes a great unit of conviction, which we’ll discuss later. Need The need is what the prospect feels he or she must have to attain the want. Let’s say the want was a good job. Your next question would be, “What do you feel you  would  need  to  get  a  good  job?”  Remember,  it’s what the prospect  feels he or she needs to fulfill the want, not necessarily what you believe he or she will need. Dominant Buying Motive The  number  one  emotional  impulse  that  will  cause your prospects to buy is called their DBM. The DBM is an emotional fulfillment caused by the attainment of the want and need. This may be the hardest blueprinting question to get an answer to. Prospects have often been asked what they want in life, even more often told what they need, but rarely has anyone asked what all that would do for them in the future. Let the prospect take time to answer. You can’t lead them on this blueprinting step; it must come from within themselves. The DBM is why prospects want to do or achieve something in their  lives. We  must  understand  that  buying  decisions  are emotional  rather  than  logical.  Figure  6-8  illustrates  that only 10 percent of a buying decision is based on the stated  obvious  benefit  or  logical  reason  while  90 Figure 6-8.—The DBM is like the bottom of an iceberg. percent of the buying decision is based on the nonstated emotional drive. Like in the case of the iceberg, only the logical reasons are usually apparent. Prospects will readily tell you that they want a good job, education, or travel. The recruiter’s job is to dig down to the bottom of   the   iceberg   and   find   the   prospect’s   nonstated emotional drive. Only then can the recruiter make an effective sales presentation. The recruiter’s chance of selling a prospect on the obvious benefits is increased by knowing the emotional drive behind the stated want. If  you  know  and  can  fulfill  the  prospect’s  DBM,  the sale is almost closed. To  find  a  prospect’s  DBM,  ask  questions  like  “I know  a  college  degree  is  important.  Once  you  have  the money and earn that degree, what do you feel it will do for you?” or “Once you have the training and get that good job, how do you feel you will benefit most from it?” Although we are trying to determine the prospects’ emotional benefit, try to avoid asking how attaining the want and need will make them feel because they are likely  to  respond  with  an  adjective  like  good,  better,  or great. Translating Real life is never as simple as we make it appear in discussions of sales technique. Prospects have never studied sales; therefore, they don’t always respond as we plan. The art of persuasive communication includes the ability not only to hear what your prospect is saying but  also  being  able  to  translate  that  as  well.  For instance, you ask the prospect what he wants in life. He answers  that  he  really  wants  financial  security.  Hmmm, security of any kind constitutes an emotion and that means DBM. Don’t let it throw you. Simply ask the prospect what would give him financial security. The response might be “A good paying job.” You now have the want and the DBM. All you have to do now is ask what the prospect feels he would need to get a good paying job, and you can summarize and move along to the next step of the sale. Another example of being able to translate what the prospect is telling you to sales terms we use to build our presentation is picking up on clues.  Let’s  say  your  prospect  tells  you  he  is  really bored  with  small  town  life,  asks  if  you  really  have bases  like  the  tropical  scene  on  a  poster  in  your  office, and looks longingly at all the places marked on the world map that you have been stationed. You ask what he really wants in life. He says he just doesn’t know, but it’s not in this town. It’s a pretty safe bet that this young man is looking for travel. 6-24

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