In the latest episode of Velocity Selling TV, Bob Urichuk and Matthew Whyatt discuss the penultimate seventh step in a sale, prescribing solutions. Also, don’t forget to download the free guide available below the video.
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Bob: Welcome back to Velocity Selling TV. My name’s Bob Urichuck, I’m located up in Canada, actually Quebec, Canada, just outside the nation’s capital Ottawa and I have my good friend Matthew Whyatt down on the Gold Coast of Australia. Welcome back Matthew.
Matthew: Thanks very much Bob.
Bob: That’s great Matthew. Over the last number of episodes we talked about the Velocity Selling System. From episode 62 I believe, step one building rapport, step two setting the parameters, step three uncovering buying motivators, uncovering financial ability in step four, step five uncovering decision making, last week we summarised step six summarising the whole process and in the summary we decided to proceed, we can help this buyer so we’re moving forward with a prescription. What are prescriptions all about Matthew?
Matthew: Well prescription as I said before we use the word prescription quite deliberately not presentational. We use the word prescription because we see ourselves as doctors of selling, because if you get a prescription from the doctor and he hasn’t diagnosed your problem, it’s malpractice. So we want to make sure that we don’t just decide that our widget, or our thing that we are selling is just the only thing that we’ve got to sell, it actually fits with the customer. We’ve qualified them in or out for ourselves not the other way around when the buyer says we don’t want you. We want to make sure there’s a few things here. When you go into this presentation meeting if it’s the same meeting then you don’t need to do this, but if it’s a future meeting where you are presenting a proposal, in a lot of larger environment’s you do need to do that, you want to make sure you start the meeting with understanding that something has changed. Mr. Buyer has anything changed since the last time we spoke? Now I’ve been in sales situations where the salesperson, myself has gone and given the big dog and pony show because it’s been a number of weeks in between thinking that I am absolutely crushing it, get to the end, ask for their order, try to get them to buy because I wasn’t fully involved in the Velocity Selling System at that time, and they’ve said actually we’ve had a change of circumstances, we can’t do this anymore.
Matthew: And I’m just thinking, I’ve just spent an hour doing my best work and they don’t want it. So make sure that nothing has changed. It’s a super important part about the prescription process.
Bob: So what you’re saying is the beginning is summarising everything that you’ve left with.
Bob: in other words, whatever your summary was last week, well you start by that summary today and you open. That’s your beginning. Alright, great. So we summarise that and then we move forward, nothing’s changed.
Matthew: So we figured out that nothing’s changed and say look, last time and throughout our conversations we’ve identified these four or five or two or three major issues. You want to ask them what they want you to solve first. Once again it’s not about you and your presentation, your dog and pony show, it’s about them. And they might say well this is actually the most important thing and we move to that and solve it. And then ask them what’s next and then solve it. And then ask what’s next and then solve it. Giving them the perception of control of the conversation whilst making sure you’re on track only dealing with their issues. That’s the point.
Matthew: Don’t talk about the speed or connectivity or whatever it is, talk about only their issues in their business outcomes.
Bob: In other words, sell today, educate tomorrow is the rule.
Bob: Sell today, address the issues only. Don’t talk about the other bells and whistles, that’s the educate, that can happen tomorrow. That’s when you bring the client more value. That’s excellent Matthew. You’ve got the beginning where you summarise, in the middle where you look at their biggest challenges, let them tell you which ones, you give your solutions to each of them, that’s great, what happens next?
Matthew: So really if you’re asking for the business at this stage we want to test the water. One of the techniques, there’s a thousand techniques that you can use, one of the ones that I like to use is the scale of one to ten. Are you happy with everything that we’ve spoken about today Mr. Buyer? Yes I am. Look, just so I can understand on a scale of one to ten, one is I’ve completely missed the mark and ten is you’re ready to get started, where are you? If it’s under a 6, then you take the fall. Sorry obviously I’ve messed up here somewhere, what areas did I not address? If It’s over 7, we want to ask the question, what would take you to get from a 7 to a 10? What are the two or three things? I always ask two or three things so the person will go a bit deeper, using the rule of three plus. What are two or three things that will get us to a ten? If they say a nine, I generally, jokingly with a smile on my face, I say Mr. Buyer, are we generally working on a scale of one to nine here and ten doesn’t exist? Bit of a laugh bit of a smile. Alright then, the last question is really simple. How would you like me to proceed?
Bob: Yeah, in other words, you’ll let the buyer buy.
Matthew: Let the buyer buy, exactly.
Bob: That’s fantastic. You just empowered the buyer, what would you like me to do next? That’s fantastic Matthew. So we start with summarizing to make sure that nothing has changed, we let the buyer identify the process of which ones they want solved, which problems they want solved first, we address that, we address only the issue- we sell today, educate tomorrow. Then we check the temperature on a scale of one to ten, zero no interest, ten they’re already using it, under six take the blame, seven, eight, nine, what’s it going to take to get you to a ten? Address it and as you said a nine you probably say it’s fair you work on a scale of 1-9, ten doesn’t exist, you have a little laugh and then you ask the closing question, what would you like me to do next? And then you empower the buyer to buy. Absolutely fantastic Matthew, another great episode, another great week, and I wish you another great week ahead. Next week we talk about the last step in the Velocity Selling system, step eight, maintaining relationships or account development. Look forward to seeing you then, have a great week Matt.
Matthew: Thanks Bob, bye for now.