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I hope to|I hope to
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Maybe/It should be.|Maybe/It should be.
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Perhaps/Probably.|Perhaps/Probably.
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That could happen/It sounds right.|That could happen/It sounds right.
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We can’t.|We can’t.
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Only important or major clients are entitled.|Only important or major clients are entitled.
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You don’t qualify.|You don’t qualify.
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That’s not my department. I don’t handle that. That’s not my responsibility. Do you understand?|That’s not my department. I don’t handle that. That’s not my responsibility. Do you understand?
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Let me tell you.|Let me tell you.
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When will you decide?|When will you decide?
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When will you make up your mind?|When will you make up your mind?
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What's your problem?|What's your problem?
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If you don’t decide, you will miss out.|If you don’t decide, you will miss out.
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Shouldn’t you be doing...|Shouldn’t you be doing...
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I think so. All these words can have a negative effect.|I think so. All these words can have a negative effect.
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The above phrases should not be used because they either create doubt or sound offensive.|The above phrases should not be used because they either create doubt or sound offensive.
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On the other hand, positive words are encouraging, supportive and demonstrate care and graciousness.|On the other hand, positive words are encouraging, supportive and demonstrate care and graciousness.
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Here are a few words that I have found to be powerful and have helped open doors for me. Even though they’re common words, they convey a positive message and help in selling.|Here are a few words that I have found to be powerful and have helped open doors for me. Even though they’re common words, they convey a positive...
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PHRASES AND QUESTIONS THAT ARE HELPFUL. How do you feel about...?|PHRASES AND QUESTIONS THAT ARE HELPFUL. How do you feel about...?
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What do you think about? How about considering this?|What do you think about? How about considering this?
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Let's face it together I am sure we can|Let's face it together I am sure we can
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Were you aware of?|Were you aware of?
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May I ask for your help?|May I ask for your help?
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I am sure you would not want to gamble with...|I am sure you would not want to gamble with...
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Could I request you to clarify...|Could I request you to clarify...
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What's your opinion about...?|What's your opinion about...?
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I suggest...or may I suggest...?|I suggest...or may I suggest...?
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In my opinion What do you feel is the best way?|In my opinion What do you feel is the best way?
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We’re sure that we can...|We’re sure that we can...
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What is your first priority?|What is your first priority?
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Would you be comfortable with...|Would you be comfortable with...
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Chapter Twenty: Uncovering the Need|Chapter Twenty: Uncovering the Need
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Make sure that your product meets the expectation in order to get repeat business.|Make sure that your product meets the expectation in order to get repeat business.
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THERE ARE TWO KINDS OF NEEDS - VISIBLE AND INVISIBLE|THERE ARE TWO KINDS OF NEEDS - VISIBLE AND INVISIBLE
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The visible need is where the prospect is aware of the pain or the problem and actively responds to|The visible need is where the prospect is aware of the pain or the problem and actively responds to
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or takes action, without somebody prompting him.|or takes action, without somebody prompting him.
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He has a sense of urgency and is proactive into his buying activity. These needs are like food, clothing and shelter. They are necessities.|He has a sense of urgency and is proactive into his buying activity. These needs are like food, clothing and shelter. They are necessities.
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Buyers take initiative, go out and purchase them.|Buyers take initiative, go out and purchase them.
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Price may not be a consideration pretty much all over the world, people go out to grocery shops and purchase.|Price may not be a consideration pretty much all over the world, people go out to grocery shops and purchase.
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Supermarkets are stacked up with food items.|Supermarkets are stacked up with food items.
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Buyers keep taking things from the shelves and keep filling their trolleys and go to the cash counter, where it is all scanned and the money is paid.|Buyers keep taking things from the shelves and keep filling their trolleys and go to the cash counter, where it is all scanned and the money is paid.
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In the entire process, there was no sales person involved.|In the entire process, there was no sales person involved.
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The invisible need is where the prospect has to be made aware of the gain in owning and the pain of not having.|The invisible need is where the prospect has to be made aware of the gain in owning and the pain of not having.
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When we talk of the profession of selling, we refer to the market segment of the invisible need.|When we talk of the profession of selling, we refer to the market segment of the invisible need.
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This represents the majority of the market segment and an opportunity for the selling profession.|This represents the majority of the market segment and an opportunity for the selling profession.
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I estimate that the market share of visible needs runs in single digits but for the invisible needs it’s infinite.|I estimate that the market share of visible needs runs in single digits but for the invisible needs it’s infinite.
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In my career of selling life insurance, I don’t think I have ever got a call from any prospect saying,|In my career of selling life insurance, I don’t think I have ever got a call from any prospect saying,
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That means almost hundred per cent of the output comes from invisible needs. What could possibly be the cause for invisible needs? Why don’t people recognize the needs that do exist?|That means almost hundred per cent of the output comes from invisible needs. What could possibly be the cause for invisible needs? Why do...
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They wait for something to break and then their need turns from invisible to visible.|They wait for something to break and then their need turns from invisible to visible.
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That’s the person who waits for a disaster or an emergency and then develops the urgency to manage it.|That’s the person who waits for a disaster or an emergency and then develops the urgency to manage it.
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Indifference - The ‘who cares,’ ‘it’s not my job,’ ‘no feeling of belonging’,|Indifference - The ‘who cares,’ ‘it’s not my job,’ ‘no feeling of belonging’,
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‘I only work here,’ ‘Everybody knows of the problem,’ attitude.|‘I only work here,’ ‘Everybody knows of the problem,’ attitude.
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If everyone knows the problem, then how can I be accountable? This is a non-caring attitude.|If everyone knows the problem, then how can I be accountable? This is a non-caring attitude.
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Ignorance - The prospect does not know that he does not know.He needs to be educated.|Ignorance - The prospect does not know that he does not know.He needs to be educated.
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The moment a good sales professional can address any of these issues, he brings urgency into the buyer’s mind to buy now and not later.|The moment a good sales professional can address any of these issues, he brings urgency into the buyer’s mind to buy now and not later.
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A prospect cannot take advantage of a solution of which he is not aware.|A prospect cannot take advantage of a solution of which he is not aware.
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A good sales professional brings to surface the loss from waiting.|A good sales professional brings to surface the loss from waiting.
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Salespeople who are looking for visible needs invariably fail in the profession.|Salespeople who are looking for visible needs invariably fail in the profession.
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For example, a water-purifier salesperson, John, was literally going out of business,|For example, a water-purifier salesperson, John, was literally going out of business,
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whereas his competitor Steve had so much business that he could not handle.|whereas his competitor Steve had so much business that he could not handle.
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This is because John’s approach was to look for people with visible needs and his opening presentation was something like,|This is because John’s approach was to look for people with visible needs and his opening presentation was something like,
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‘I am with XYZ Company and we sell water filters, do you need one?’|‘I am with XYZ Company and we sell water filters, do you need one?’
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The obvious answer is ‘no’, but Steve’s approach was totally different and as follows: Steve:|The obvious answer is ‘no’, but Steve’s approach was totally different and as follows: Steve:
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‘Mr Prospect, my name is Steve. I am with XYZ Water Filter Company.|‘Mr Prospect, my name is Steve. I am with XYZ Water Filter Company.
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Prospect: ‘Really? I am not aware of that.’ Steve:|Prospect: ‘Really? I am not aware of that.’ Steve:
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‘Unfortunately, in the last thirty days, there have been close to ten cases in your neighborhood.|‘Unfortunately, in the last thirty days, there have been close to ten cases in your neighborhood.
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I am here to provide information as to how you could protect your family from such water-borne diseases.May I come in?’ Prospect: ‘Of course.’ Steve:|I am here to provide information as to how you could protect your family from such water-borne diseases.May I come in?’ Prospect: ‘Of course.’ Steve:
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‘Mr Prospect, for the next thirty days we are offering a complimentary water analysis report to those who are concerned about the well-being of their family, without any obligation to buy anything.|‘Mr Prospect, for the next thirty days we are offering a complimentary water analysis report to those who are concerned ab...
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We shall send our technician to take a water sample,|We shall send our technician to take a water sample,
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give you a report, identify areas of risks, and ensure that your family is drinking safe water.’|give you a report, identify areas of risks, and ensure that your family is drinking safe water.’
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Based on the above conversation, Steve was able to set up appointments one after the other for complimentary analysis.|Based on the above conversation, Steve was able to set up appointments one after the other for complimentary analysis.
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Interestingly, when the report came,|Interestingly, when the report came,
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all items that were hazardous, were marked in red, explaining the health hazard. While the prospect read the report, Steve sat silently.|all items that were hazardous, were marked in red, explaining the health hazard. While the prospect read the report, Steve sat silently.
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What is going through the prospect’s mind:|What is going through the prospect’s mind:
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One. How can I get rid of this problem? Two. What will it cost?|One. How can I get rid of this problem? Two. What will it cost?
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Obviously the buyer Steve got an opportunity to identify an invisible need.|Obviously the buyer Steve got an opportunity to identify an invisible need.
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With every presentation that Steve made, he could point out to the prospect the diseases that could cause trouble to the family.|With every presentation that Steve made, he could point out to the prospect the diseases that could cause trouble to the family.
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Hence, he created an urgency to remedy the situation and the buyer invariably ended up asking,|Hence, he created an urgency to remedy the situation and the buyer invariably ended up asking,
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How soon can you correct the situation?|How soon can you correct the situation?
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and how much will it cost?’|and how much will it cost?’
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Analyze the difference between Steve and John’s approach.|Analyze the difference between Steve and John’s approach.
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Steve was able to successfully uncover the need, show the urgency (cost of waiting or potential pain from waiting),|Steve was able to successfully uncover the need, show the urgency (cost of waiting or potential pain from waiting),
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provide the solution and close the sale.|provide the solution and close the sale.
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It was a win-win situation whereas John was not really selling, he was waiting for somebody to buy from him.|It was a win-win situation whereas John was not really selling, he was waiting for somebody to buy from him.
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In other words, he really is not in the profession of selling. He is an order- taker.|In other words, he really is not in the profession of selling. He is an order- taker.
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Steve always looked at himself as someone providing a valuable service to society.|Steve always looked at himself as someone providing a valuable service to society.
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Steve never created the problem. He did not create a need for water filters. It was already there.|Steve never created the problem. He did not create a need for water filters. It was already there.
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He just uncovered it and made the prospect aware of both the need and urgency to act,|He just uncovered it and made the prospect aware of both the need and urgency to act,
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which enabled the buyer to take an educated decision.|which enabled the buyer to take an educated decision.
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If you further analyze Steve’s approach, he was not selling water filters but providing good health, stress-free living and a better quality of life.|If you further analyze Steve’s approach, he was not selling water filters but providing good health, stress-free living and a better quality of life.
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The same principle applies for all products, no matter what we sell.|The same principle applies for all products, no matter what we sell.
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While selling life insurance, very often I was asked, ‘Why do I need any life insurance? I am not dying anytime soon. I am in good health and I don’t need life insurance.’|While selling life insurance, very often I was asked, ‘Why do I need any life insurance? I am not dying anytime soon. I am in good health and I don’...
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What they did not realize is that if they are not in good health, they will not get any life insurance.|What they did not realize is that if they are not in good health, they will not get any life insurance.
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They had to be made aware that life insurance was like a life jacket.|They had to be made aware that life insurance was like a life jacket.
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If they didn’t have it, they would never need it.|If they didn’t have it, they would never need it.
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Sometimes, we are told, ‘Our revenues are down, hence we don’t need any sales training.’|Sometimes, we are told, ‘Our revenues are down, hence we don’t need any sales training.’
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They don’t realize the invisible need. If their salespeople were skillful, their sales would go up.|They don’t realize the invisible need. If their salespeople were skillful, their sales would go up.
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These are clear examples of uncovering invisible needs.|These are clear examples of uncovering invisible needs.
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The example of the vacuum cleaner salesman given earlier in this book is a clear example of a salesman uncovering|The example of the vacuum cleaner salesman given earlier in this book is a clear example of a salesman uncovering
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an invisible need.|an invisible need.
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