It’s no secret that times have changed for small business owners, and sales – specifically in certain industries – have been harder to come by. But, it’s also true that some businesses thrive while others in the exact same industry and location close their doors. So, what gives? How can we increase sales and succeed wildly today? One solution lies in what I call “Diagnosing for Dollars”.
One of the top mistakes business owners make in sales is selling without diagnosing. Imagine the following scenario: For days, you wake up feeling nauseated and think you may be pregnant. So, you go to your trusted doctor and begin:
“For the past week or so, I’ve been….”
“Please stop! Have you ever heard of these pink pills? Truth is, I’ve got a lot of them, and lots of women – just like you – have used them for a variety of symptoms. So, can we just talk about how you might use these pink pills?”
Of course, this sounds ridiculous, but it is far too often the way we operate as business owners and ignoring the power of diagnosis is a costly mistake. It leads our prospective clients to question our authority or expertise, to “shop around” and to walk away undecided. So, if you want to see more sales, consider adding a “diagnosis” component to your sales strategy. Here’s how to get started:
- First, consider what you are selling, and work backwards. What does your product “cure”? Maybe it’s acne, obesity, or lethargy. Maybe you offer a cure to a drab wardrobe, a messy divorce, a fruitless job search, or even boredom? Don’t be afraid to be creative.
- Next, engineer a creative diagnostic tool you can use to establish yourself as an authority and de-commoditize whatever you offer. I’ve seen car salesmen who use a diagnostic quiz to determine what makes more sense: buying new, buying used, or repairing the car you have. Mortgage brokers and real estate agents use online tools to determine if you can afford to buy a new home. Cosmetic representatives who provide skin health assessments, marketing coaches who diagnosis via a marketing audit, and personal concierges who diagnose a family’s top time stressors are all examples of diagnostic selling.
- Last, present your diagnosis – acknowledging your understanding of their specific circumstances, challenges, needs or desires and then outline how your product or service fits into their situation exactly.
You’ll surprise yourself with how quickly and easily YOU can diagnose for dollars.
