Whether we sell products or services most of our customers have a Wish List.
(What's a Wish List? It's a list of products or services that your customer would like to purchase at some stage in the future if funds were to become available. Sometimes a Wish List will be made up of additional items to be acquired, other times it will include items to be replaced.
Sometimes the Wish List will be in writing, other times it will be 'in the mind'.)
Asking the Wish List question can be as simple as saying something like "Many of the business-owners I speak to have a Wish List. A sort of list of items they want to purchase in the future if and when funds become available. Sometimes it's to do with replacing old equipment, other times they are seeking to add new capacity. Do you have a Wish List in mind?"
Obviously you can't expect an answer if you haven't previously Engaged your customer. However, if you have properly Engaged your customer you may be pleasantly surprised by what you learn with the Wish List question. Used wisely this knowledge can help you sell more.
(The up-coming post for Wednesday 18/3 is Don't confuse order-taking with selling. It's a reminder about avoiding the order-taker trap.)
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