What kind of material are you drilling into?
How deep is the hole?
Are you drilling inside or outside?
If you’re trying to show the customer the three-eighths-inch drill “on sale” and the customer needs a half-inch hole, you’re gonna have an unhappy customer. If you know it’s a half-inch hole through a wooden post, you can recommend the right drill, and also tell them they need a “starter hole” with a smaller drill bit to ensure a perfect outcome.
OK, you get it! Drill – hole – want – need – outcome.
But how does this apply to you and your sales?
Well, it applies to every sale that everyone makes – including yours:
I need a filling in my tooth. No, you want to be healthy and pain free.
I need copies. No, you want to send a proposal in color that reflects your image and wins the sale.
I need a new roof. No, you want to hav
e no leaks, and enjoy quality of life.
I need a credit card. No, you don’t have cash, or you don’t want to spend your cash.
I need tickets to a concert. No, your favorite group of all time is playing and you have never seen them before. It’s on your bucket list!
I need to find a restaurant. No, you need to eat.
need new tires. No, how do you use your car now? How many miles are on your present tires? City or highway driving?
I need a flight to New York City. No, why are you going? What will you do after you arrive? Where are you staying?
NOTE WELL: Just because you don’t have what the customer needs, does not mean they no longer need it.
If I call a hotel to book a room and they say, “Sorry, we’re full,” I respond, “Oh, I guess I don’t need a room after all.”