BEST IN SALES AUDIOBOOK 4 of 6 Signal of Interest and Signal of Need

Audiobook 4 of 6 in THE PERFORMANCE SERIES – BEST IN SALES

Signal of Interest and Signal of Need

This audiobook challenges some traditional ideas about selling. If you have learned that a customer’s questions are “buying signals” and that customer objections should be handled as “objections”, it is time to think differently.

A customer may show interest without being ready to buy. But whenever a customer asks you a question, the customer is showing interest. More importantly, the customer has taken the initiative in the conversation. Because the person asking the question is controlling the conversation.

In this audiobook, you learn how to respond to the customer’s Signal of Interest and naturally regain the initiative.

You will also learn a different way of dealing with one of the most challenging situations in sales – what has traditionally been called an “objection”.

Instead of immediately thinking of an objection as something difficult that must be overcome, learn to recognize it as a Signal of Need. The customer is actually telling you: “I need more knowledge or reassurance about what you are offering before I am ready to buy.” That changes the situation completely. Instead of becoming defensive or trying to overcome the objection, you can discover what the customer needs and guide the conversation forward.

You will learn how to:

• recognize and respond to the customer’s Signal of Interest
• regain the initiative at any point in the sales conversation
• understand why a traditional “objection” may actually be a Signal of Need
• respond to any Signal of Need without becoming defensive
• identify what the customer still needs before making a decision
• guide the sales conversation naturally towards the next step

Your benefit:

The customer’s questions and concerns now become valuable information – not interruptions or problems you need to defend yourself against. You become better able to steer the sales conversation and regain the initiative when the customer has taken it.

At the same time, you learn to approach what you previously regarded as objections in a completely different way – not by becoming defensive, but by understanding and responding to the customer’s Signal of Need. This enables you to move the sales conversation naturally forward towards a decision.

Playing time: approx. 22 minutes