Selling the Dream

Other Sales Tips

People don’t want to lose weight, they want to look better, fit into a favorite pair of pants. Losing weight is just the way to get to the result. As a salesperson, you need to understand the real result, and sell the vision of them achieving that result with your help.

The key to understanding your customer’s real goal is to start with the “3 Whys” technique to uncover the true dream outcome driving your customers.

When you ask a client what they want don’t stop at their first answer, ask why that is important multiple times probing, to get to the underlying objective.

Once you understand their dream outcome you are ready to write a compelling value statement that answers four simple questions.

• Dream outcome: What do your customers ultimately want?
• Perception: How do they perceive their ability to achieve it?
• Time delay: How long will it take with your solution?
• Effort required: How much effort must they put in?

When you answer those four questions prospects can visualize the benefit of working with you.

Want to learn more about this technique?