What Prospects Really Want

By Jeb Brooks (The Brooks Group)

Your prospects probably want two, seemingly contradictory things.

  1. They want to feel in complete control of their buying process.
  2. They secretly want to be led through their buying process.

imagesIn other words, prospects want control and a leader.

Let me give you a personal example. Last year, I was placed in charge of a committee tasked with buying a new healthcare plan for the staff here at The Brooks Group. Admittedly, I’m no expert on buying a corporate healthcare plan. I didn’t really know what I wanted (other than to be sure my coworkers and I were covered), but I certainly didn’t want a salesperson to instruct me. I wanted control and leader!

How do you, as a salesperson maximize your sales effectiveness in a situation like that? That’s the art of selling. […Continue Reading…]