BRX Pro Tip: Summarize Before Recommending
Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, I’m well-known for not wanting to propose anything. I always want to recommend. But it’s important to recognize before we recommend, we need to summarize.
Lee Kantor: [00:00:19] Yeah. This is something that happens when you’re doing whatever you call an exploratory meeting with a sales prospect. We call it a whiteboard meeting sometimes. But it’s important at some point early on to listen to what your prospect’s issues, and problems, and urgent pain, what those issues are. And summarize it back to them to make sure that you have kind of clarity and you got kind of buy in from the prospect that you are hearing them, and that you are kind of understanding exactly what their issues, problems, and pain are before you recommend any solution.
Lee Kantor: [00:00:55] Like, how can your doctor prescribe a treatment before they examine you and understand what the problem is? And what the problem really is, not what the problem that you say is or you think is. This is something that you have to get clarity about and you have to kind of get your prospect to articulate it and verbalize it, so that when you recommend a solution, then you’re making a recommendation that truly solves that prospect’s problem and it truly helps them.
Lee Kantor: [00:01:24] So, it’s important to spend some time to clearly understand the problem. A lot of salespeople rush too quickly into their solution and kind of just bombard the prospect with all the features and benefits of their service before they really understand what the prospect’s issues are or the problem they’re trying to solve. And you can’t help somebody solve their problem unless you truly understand what their problem is.
Lee Kantor: [00:01:52] So, invest some time in truly understanding your prospect’s problem so that you can recommend a solution. And that solution might be, “Hey, my service isn’t a fit for you, you should go somewhere else.” So, you want to help them solve their problem. But in order to do that, you have to listen to them and understand what that problem is.
