When you master the use of the word – WHY? – you’ll master selling.
Why is that? Because that word, Why?, is the most powerful word that you can use on a human being.
Simple, huh?
The great man, Milton S. Hershey, you know, the chocolate dude, had failed in business three times before age 40. Then he dedicated himself to asking – Why? – and now a vast majority of the people on the planet know his last name, the very mention of which releases pleasure hormones into the atmosphere.
Okay, I made that last part up. But it’s damn close to being true 
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{ 7 comments… read them below or add one }
Mike,
Aren’t there circumstances under which asking “Why?” would put the prospect or customer on the defensive. Wouldn’t a sentence like, “Oh, tell me more about that,” work better?
Or, to avoid sounding like a 3-year old, isn’t it better to alternate other questions with “Why?”
To each his own, Glenn.
But, as you already knew Glenn, you ALWAYS have to “tailor” any advice you see, read or hear.
Nothing “off the rack”, fits like a “tailored” suit.
Only you’ll know how to ask, when to ask and how far to take it.
But if I’d written all that, it would have been a Special Report, not a Simple Sales Quickie
However, I do not think I have ever or will ever say, “Oh, tell me more about that.”
I’m in there, talking to them because, as Tom Hanks said in Angels and Demons, “Fellows, you called me…”
I’m more likely to be a wee bit firmer and ask “Why?” and then ask, “And then what?”
To each his own, but I’m more comfortable being firm….after the customer and I have established our relationship.
I’m not just a salesman, I’m a consultant. I don’t mind telling them if my solution isn’t right for them.
It makes my life easier to quickly remove myself and head towards the next “talk”.
“Everyone” is not my target audience and I strongly suggest that more salespeople would get more done if they believed that. They’d also make more friends and more sales.
Wasted time on non-prospects is bad for you and bad for them, so use whatever means you have at your disposal to quickly determine if they can convince you to sell them your solution to their problem.
Thanks for causing us to delve a little deeper, Glenn. You always know just what needs to be said.
Ah, now see that’s what I needed. Context, a frame for the picture, if you will.
Where I’m coming from is that perhaps the word, “Why?” should be always in the rep’s mind, but perhaps not on his lips. There are different ways to ask that question without putting the customer/prospect on the defensive or soundling like a 3-year old constantly repeating, “Why?”
Of course my real motive was to get a conversation going with you.-) It’s always a pleasure.
I’ll be reading…
Glenn
You never know what will or won’t wonk, Glenn, until you test.
Each in person and phone call I make is a test in some regard.
I’ve documented the words that work and don’t work, in my industry, over the last 15-20 years.
If a salesperson will do that one thing, in a fairly short amount of time, they’ll know what they can and can’t say to prospects and customers to achieve the desired action or not.
I still maintain, though, that a one word question, Why?, is the most powerful force in sales.
Don’t be afraid of putting a customer or prospect on the defensive. Most people see it as a sign of actual interest in their situation and appreciate the commitment it makes you take.
Kinda like when a friend is in a difficult situation. If you don’t ask Why?, you aren’t a true friend. Same is true in the sales arena.
Use it or lose it, as the saying goes.
I prefer to use, because I hate to lose…customers, friends and sales
Love it. The simple questions are the best. I beleive salespeople are often judged by the intelligence of the questions they ask. However, it is not a performace. A simple “why” or “what else” keeps the focus where it belongs … on the customer.
Thanks Jeff.
I appreciate you taking time to join in.
Like you said, it’s all about them and their needs.
Asking “Why” is simple and serves a purpose, I agree.
Asking “Why” twice in a row and you are likely to be asking for “Scrutiny” rather than the further explaination you really wanted. Maybe I am “Why – shy” from my experiance.
Do always ask for clarification or explaination using your own phrase or words.
Just sayin’