I have two teenage daughters, Kylie and Kiera, ages 16 and 17. When they were 3 and 4 years old I used to have to take them on my weekly grocery shopping trips. I was a single father and the thought of leaving them at home, however tempting it was, just didn’t seem right.
Every week, upon entering the store all of the eye level goodies, pretty packages, and displays had them mesmerized. This was nothing like the plain, and locked, cabinets they saw all day at the house and couldn’t open.
As I went down aisle after aisle it felt like I was accompanied by two octopuses. Their tentacles grabbing any box, jar, or bag they could reach. My shopping trips with them involved putting more things back on the shelf than it did putting things in my cart.
Eventually, they would learn that they needed to ask me before they just grabbed something and put it in the cart. Then I could simply reply, “no” and end it there.
Do you know what I call parents who think saying “no” is where this conversation ends?
Us veteran parents know what’s coming next. A one word question that is so powerful it is literally used to unlock the mysteries of the universe.
The question is …
“Why does the Earth revolve around the Sun?”
In the case of our kids ...
“Why can’t I have this bag of candy?”
Behold its power. You can't say yes. You can't say no. It forces you to think of a reason.
When it’s used in your sales process, it will get your prospect talking about their interests, their needs, and more importantly their motivations. Motivation is why they are your prospect in the first place.
A lot of times new clients of mine will tell me that they always get their prospect’s motivation. The reality is that they actually don’t.
“Their motivation is to lose 25-30 pounds,” they’ll say.
That is not their motivation. That is their goal. The prospect’s motivation is hardly ever touched upon in most membership sales processes because it’s not information that is volunteered like a goal is.
Why does your prospect want to lose 25-30 pounds?
Maybe they couldn’t fit into their favorite pair of jeans this morning and it was depressing. It may be the wife said something about those ever expanding love handles.
When you ask your prospect why, their mental computer will search for and come up with an answer. Those answers help you get a better understanding of your prospects motivation for doing what they are doing.
People make decisions for emotional reasons. Asking why is how you get those emotional reasons.
Channel your inner 4 year old and ask a lot of why’s. You’ll get a deeper and better understanding of your prospects and their motivations. In understanding them better, you will position yourself, as an expert who actually cares about them and you will close more membership sales.