Diagnostic Selling: The Selling Technique Your Doctor Prescribed
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Diagnostic Selling: The Selling Technique Your Doctor Prescribed

As an internet marketer, as well as someone who is involved with sales every day, I always find myself looking for the hidden nuances in advertising. This is especially true when I’m actually looking to buy something, where I find myself constantly rating the seller based on their ability to control the sales situation. It is incredibly interesting to see how people behave during the sales process.

Sales diagnosis is nothing new. In fact, if you’ve ever been to a doctor or dentist, you’ve experienced its brutal effectiveness firsthand. In fact, diagnostic selling is so effective that many of the world’s leading sales-oriented organizations are shifting their sales force from a “consultative” approach to a diagnostic one.

Why Diagnostic Sales is so effective

If you consider how the sales process works, it only takes a second to realize that diagnostic selling is simply about providing a solution to your customer’s problem, whatever that problem is. Whether that solution is the ideal pair of shoes for your diseased foot or a multi-million dollar advertising campaign for your diseased sales, your role in the diagnostic process is to determine and recommend an effective solution.

The reason it is so effective is quite simple. People hate being sold things, but they love being given answers to their problems. It’s basic psychology: By changing the sales process from being a “selling” situation and instead a “solution-focused” situation, you remove the psychological stigma of being “sold.”

Learn to “Prescribe”

Using the sales diagnostic process is actually quite easy, it just requires you to tweak your sales vocabulary and thought process a bit.

The first step is to remove any preconceived ideas about what the sale will end up being. What makes the diagnostic approach so effective is that you take the time to listen to your customers’ needs and problems and only provide a solution once you have one that will solve them. Would you write a prescription that your doctor gave you weight for if you didn’t take the time to listen to your symptoms first?

Step One: Take the time to listen and fully understand your customers’ needs before making a recommendation.

The second step is to ask exploratory questions that flesh out the need or problem of our clients. For example, if your customer is looking for a new car but isn’t sure what type of vehicle to buy, it would be a good idea to find out what they will use their vehicle for. Will they go off the road? Do you have children? Are speed and performance important to them? Do they need storage space? Questions like these will ensure you get the whole story, as well as reassure your client that you’re there to help.

Step Two – Ask questions to complete your needs analysis so you have a clear idea of ​​what your customer needs.

The third (and final) step is to create and present a recommendation that sufficiently addresses the needs of your customers. Going back to our car analogy above, if your customer said they are going camping, plan to have kids next year, and need a vehicle that is great in the snow, you now know that a CUV/SUV is probably an ideal solution for them. Knowing that, you can comfortably and confidently make a recommendation that meets your needs.

Step Three – Confidently present your recommendation and explain to your customer how you meet their needs.

Other important information

You will notice that price was never a topic of conversation during this process. The reason is simple: the right solution is the right solution, regardless of price. If you’re recommending the right solution to your customer, and your customer knows and understands that he’s doing it, price won’t be a big concern. If the price becomes an objection, you can move on from there and respond accordingly.

Just remember this: people won’t care until they see how much you care. Aim to genuinely serve your customers and your customer satisfaction, not to mention your overall sales performance, will take off!

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