What if your prospect knows you're trying to value price them?Jun 07, 2021
Hello friends, how are you doing? I have a question in my email that I wanted to answer here for everyone. I think it's something that everyone would benefit from and it ties into something I call the why conversation, which is a series of three types of questions I would ask. a potential client during a sales interview, so they contacted me, I agreed to take a call with
themand they ask me about any project they think they want me to help
themwith and then I feel like I have exhausted all their kind of ideas, knowledge or self-diagnoses about the project.
I'll ask if we can take a step back and I could ask a couple of general questions to understand the context in which the project will be launched and There are three types of questions here, why this, why now, why me and the question that came up has to do with
whatif the buyer and the potential customer,
whatif they know I'm asking them? Questions why, what if they have seen? this channel and understand what the conversation is. What if they know I'm
valuethem like that's a bad thing? So let me read the question to you real quick.
It's from Marwyn and it goes like this: How do you handle it? With someone who
your3 questions, I'm asking you this because I took a sales course at a company and the CEO was there and he heard me say that you should always ask these why questions to get the potential client to start selling themselves on
yourservices. but I want to offer consulting to the CEO in the future and obviously I plan to ask him the three questions why this, why not, why me, what would you do when your
knowsyour tactics. Thank you very much, okay, so the fundamental disconnect here is that.
Marwin maybe or other people also see why questions as a trick, they are not a trick, you are not
tryingto trick the person into buying something from you, you are trying to convince yourself that you can satisfy them that there is something they need you there is a goal they want I shouldn't say need there is a goal they want to achieve that you can contribute to you can help them achieve that goal without asking them why they want you to do it I don't know um rebuild their website from scratch or redesign a landing page or create scripts for a webinar series or write a whitepaper, you know, the ghost writes a whitepaper for their cto, they will come to you and say we want you to do it. write a whitepaper or rebuild our website from scratch if you don't, if you say yes I can do it, my hourly rate is 100 dollars an hour, I'll start on Monday without finding out why they want it done, you very well could do it.
Go and do what they asked you to do, but it doesn't actually create any kind of significant change for the business or transform them in any way or achieve any business objective that they think your help will achieve, so the analogy that I use. Know? If you go to a doctor's office and say "Hey doctor, I need a triple bypass" and the doctor says "sure", jump on the table, I'll go get my scalpel, doctors don't do that, they wouldn't do that. What if the patient has misdiagnosed himself and needs a triple bypass? What if he just needs an antacid?
What if she just has heartburn and not a heart attack? So when someone comes to you and says, "Hey, we want you to give us a three-pointer." bypass, can you do that? and you're like yeah let's get started you're actually potentially harming them like you're doing a triple bypass on someone who just needs turns so if you don't ask these questions you're more likely to harm them than if you ask these questions it's not a trick you're not. trying to persuade them of anything if you're not attracting great leads the odds are better than average that you're going to dissuade them from working with you because you're going to go over these questions and they're going to say you know, you say why this and they say, well, I don't.
You know, I don't know if my brother-in-law told me. It would be a good idea, that's not a very solid answer if you say why now and they say I don't know, we're just bored, we're having a slow season so we thought we'd do it. Well, do something like this that doesn't project a lot of urban urgency, that doesn't fit very well and if you say why me, why hire someone who is a specialist? Why hire someone expensive like me to help you with this? I say, yeah, I don't know. We were thinking about having my cousin Vinnie do it, you're right, you know, if you ask why questions to make sure of that, not to make sure that you can never be 100 sure, but at least to increase your confidence that you can help.
They, in other words, you can leave the company in a better situation than you found them minus all the money you took, so if they have a problem, let's keep it simple, if they have a problem that only costs them ten thousand dollars a year, there is no way. You can charge them a hundred thousand dollars for that, it would take them too long to recover their investment, so if they ask you for a hundred thousand dollar solution, in other words, they don't understand it, they don't realize it. It's going to cost 100,000, they come to you and say we want a clone of Facebook and in their minds they have ten thousand dollars for that and you go through all the hoops, as you know, submitting a proposal and asking.
Talk to them about the scope and break it all down and say, "Okay, it's going to be a hundred thousand dollars." You've wasted your time and you've wasted their time because it was only worth ten thousand dollars to them in the first place. The mistake is not making the diagnosis, that's what the conversation is about, it's not a trick. You are making sure that you are not harming the patient by asking these questions so that you can take him or her back tomorrow and ask a specific question if you, he or she gave a presentation to the company teaching them how to make sales and they explained why the conversation in the terms they I just shared with you, so the CEO would appreciate those questions, those tactics when it comes time to do a potential consulting engagement, no It doesn't matter if the client knows you're using the conversation with them, they're expected to want it.
In fact, if he knew the tactics, he could offer that information beforehand because he understands how the process works. Simply walking them through a process that has been shown to increase the odds of a positive business outcome, why wouldn't you want to do that? The conversation is not a trick, it is for their own good, so they should want you to do it. Let's see if anyone really doesn't see any such a great question, so that's all for now. If you have any questions before, Wow, this is, this is all I had to say about it, so if you have any questions, you can contact me now.
There are a lot of people here, so I'm happy to stay a minute and answer questions. Also if Marwin is watching. There is another question that I will answer in a future video, but I just wanted each video to be about one particular question, okay, it doesn't seem like anyone has a particular question, apparently I described it perfectly. Brilliant. I hope to see you next time, when I answer the next one, that reminds me that I'm glad, I'm glad I'm taking my time to finish here, it used to be when I made these videos that I would make people ask Jonathan for the hashtag on social media and then I would ask someone to collect all that stuff and put it in a database.
I don't do that anymore, so if you have a question like this, email me at jstark jonathanstark. .com, you can get the spelling from the youtube channel and I think my email address is there anyway, so if you have any questions, feel free to email me directly, go straight to my inbox and I'll tell you I will let you know. I hope to have the opportunity to Answer It on one of these live streams in the future, okay, don't worry, see you next time.
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