You know about probing for “pain,” to find out what’s wrong, what a prospect is not happy about, or don’t like about their current situation.
But there’s another question that should be asked before that kind of question, says sales guru Craig James: “What do you like about your current vendor/solution/situation?”
It may seem self-defeating to ask a question that lets the prospect say something favorable about the status quo you’re trying to overturn. But here are three reasons this question makes sense:
- It tells you what you’ll need to provide as part of any solution you will propose.
- It builds rapport by giving your prospect an opportunity to validate his previous decisions.
- If the buyer has stuck with their current vendor out of mere habit, the question may help them discover there isn’t all that much they like.
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