BEST IN SALES AUDIOBOOK 3 of 6 The User-Value-Model and New Types of Questions

Audiobook 3 of 6 in THE PERFORMANCE SERIES – BEST IN SALES

The User-Value-Model: No one buys the Features of your product.

Learn the two unique types of questions in sales.

Product training is fundamentally based on product features, and solid product knowledge is essential for you to present your products truthfully and attractively to clients. However, you must be aware of the crucial reality:

No customer buys the Features of your product.

The User-Value-Model is a fundamental tool for you as a salesperson. You will learn exactly how to develop it in this audiobook. It is within the User-Value-Model that you find the core topics for asking your "right questions at the right time" during sales conversations. And it is with these specific questions that you expand the customer’s frame of reference to stimulate the purchase.

Because your customers must "buy into" your complete Total-product, you must develop the User-Value-Model both for the company you represent and for your key products. In other words: not just for your products alone.

When you are confident in, and actively apply, the User-Value-Model in your sales conversations, you will uncover the customer's true interest and target the conversation directly toward an agreement. If you fail to uncover the customer's perspective on the most critical user values, you will come across as a product presenter rather than a salesperson. This will easily tire the customer, and the sales conversation will end without securing a sale.

But your customers are different by nature. This means you must navigate two types of user values that are polar opposites in terms of buying psychology. Therefore, your User-Value-Models must contain both types.

Perhaps you are like most other salespeople; you already know that you are using questions as a strategic part of your customer conversations. But now, I challenge you to rethink how you use questions, allowing you to become even more skilled at leading your sales conversations toward the goal.

In this audiobook, you will learn about the two types of questions that are uniquely specific to the profession of selling. We are not talking about open and leading questions as we have traditionally been taught. In fact, most questions that salespeople ask fall into just one of these two types: Uncover Questions. This significantly limits your sales opportunities, because the type of question that has the real power to determine whether you get the order or not is the Impact Question. Once you have guided the conversation to the final phase, you have two types of Impact Questions that you must ask in the exact right sequence to complete the sale.

You will learn how to:

• understand why your customers do not buy the features of your product
• see why there are two completely different types of user values that you must master
• develop concrete User-Value-Models that become your essential sales tool
• understand why most questions asked by salespeople fail to influence the customer's decision
• develop new, targeted questions that increase your chances of closing the sale
• ask the two distinct, new, and decisive Impact Questions

Your benefit:

By shifting the customer’s focus from product features to the actual value utilities – for your complete Total Product – you exert a significantly stronger buying influence.

You will be able to lead targeted sales conversations through a structured process. When you master the two unique types of Impact Questions in the closing phase, you will notice an immediate effect: you achieve better sales results, land more profitable agreements, and stand ready to break your own sales records.



Playing time: approx. 22 minutes