Through the discovery process, you can better understand the problems in your buyer’s current state. Their revenue numbers are down, they can’t grow their brand, their competition is passing them by, etc. Whatever their problems are, you know you and your product or service can solve them. The best virtual sales training programs will teach you to move on to the next stage: Figuring out their desired future state. What do they want, and most importantly, how can you help them get there? By comparing two different futures states, one with your product or service and one without, you can keep your buyer engaged. Here’s how to do it.
The Future State Without You and Your Product
The first future state you can draw attention to is the one without you and your product. Simply put, this is just an extension of the customer’s current state and the problems they are currently facing. Show them how the root causes of their problems will be there in the future and how sticking to the status quo is actually hurting them in the long run.
For example, imagine you got a new puppy. This new puppy has some minor aggression problems, but nothing too serious now. Regardless, you talk to a puppy trainer. His rate is $1,000. While it’s way out of your price range, his training can ensure your puppy and future fully-grown dog will never bite and or be aggressive. He describes a future state that might become a reality without his training. Your dog continues to get more aggressive until, one day, it bites someone, and you get sued for thousands of dollars. With this in mind, his rate almost seems like a steal. Whether you’re selling cars or software solutions, you can use this same technique to show buyers that a future without you isn’t worth it.
Compare That with a Future State You Help Create
Now, you can compare this future state with a different one that includes your product or service. If you can solve the root cause of your customer’s problems, you can show them how they’ll reach their desired state. Find out what they want their life to look like in a week, month, or year, and show them how you can help get them there.
Back to the previous example, you want a well-behaved dog that listens to commands. Our dog trainer offers you that desired future outcome. Just a few training sessions with him, and you will have a well-mannered dog. Is the $1,000 price tag still too high? If the trainer does a little more digging, he can determine that you also want your dog in competitions. Suddenly, that $1,000 can turn your dog into a real winner. Now, that price is worth it to get to your desired future state.
Now Go and Close the Deal
Now that you’ve given your client a vision of their future states with or without you, they should clearly see the value you bring to the table. When the best B2B sales training advises you to fill the gap, this is the gap between where the customer is and where they could be with your help. Your product is taking them to their ideal future state, and you should be able to describe this clearly.
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