Once, in an interview, I was asked what I thought was the most important part of the sale. I thought about it for a minute, and I responded, the discovery. I do think that the discovery is the most important part of the sales process as, without it, one has nothing. One can’t make the sales pitch as they have no way to customize it. They can’t make the close as they have no information to use to combat objections. I believe that the discovery is everything.
The discovery process of the sale is all about gathering as much information as possible about the prospect. If I’m selling a vacuum cleaner to a prospect, I can’t just instantly start trying to pitch him the vacuum. I need to figure out what he looks for in a vacuum, and then position my vacuum to fit his needs. Make sense? I would ask him what he looks for in a vacuum. What vacuums he has owned before. What he has normally paid for vacuums in the past and how long they have lasted. Only after doing this, can I make the sales pitch.
Imagine if someone was selling vacation discounts. They meet a prospect and go on and on about how much money they could save on flights through their program! The salesmen then asks for the sale, and the prospect goes, “Well, this is great, but I don’t fly.” I see stuff like this happen all the time. Only when one discovers the prospects needs can they make a sale.
CWT Sales 