What’s the Core Belief we’re addressing?

On my list of CB’s, “People do things for their reason, not yours.” is ALWAYS the first to
address!

Why it exists and is so significant?

1. Perhaps, ‘obviously’ the human condition calls for us to be in control.
2. Buyer’s for a variety of reasons feel it’s necessary to protect themselves from being ‘sold to’. It is a constant.
3. If we don’t address it this belief will lurk in the back of the Buyer’s thoughts and be there to sabotage the sales process!

How the sales pro works with the Buyer to honor the belief.

• Get invited to meet with the Buyer so it is their thought that they are having these discussions for their reasons.
  • When setting the appointment, after hearing an indication that the Buyer has a problem, take that problem lightly (that means quickly and without drilling too deeply) ask: “Would it make sense for you to invite me to spend some time with you so I can better understand your situation?”
  • When in the Expectations Check:
    • If they have “invited you to speak with them, refer to and confirm their invitation to speak and the pain point or Pain that you heard. Then, after the X-Check is complete, make that pain point the first DICE panel!
    • If you haven’t set the appointment that effectively, look for reasons they might be speaking with you. You have learned various ways to set the agenda:
      • To the effect of “Why are we speaking today?”
      • “sometimes we hear that folks are having problems with…” a list of 2-3 problems that might exist. “Do any of these resonate with you?...Would you like to tell me more about that?” (That gentle way of asking them allows them to believe that they are inviting you to speak with them.) 
  • When you’ve entered the Discovery Step you are in the heart of the discussion of “their reasons”! Not only are you
    • Identifying other pain points or indicators of problems.
    • You are using the DICE panel questions to refine each problem to Pain (remember PAIN is personal, emotional need!)
    • You are collecting “pain” to use as leverage to:
      • Bond with your prospect!
      • Make them comfortable speaking with you from the Compliant Child, or, if you’re really effective, from the Adult.
      • Collect PAINs and identify the impact of the Pain to increase the leverage toward assuring that they will make a decision.
    • Prospect’s take action based on their emotions! When you have collected enough emotional impact, by helping them uncover their problems, converting them to Pain and creating the leverage of 3-5 problems forming the Prison holding them, you help them move toward the solutions that will allow them to reach a future state where they are free of those problems.
  • And then, in the Commitment Check, you help them confirm, for themselves, their level of intention to actually do something about those problems!

The entirety of those 1st four steps of the SAYA system are 100% focused on uncovering the prospect’s reasons…’cause you want them to do something…no, not buy…rather commit to solving their problems, for their reasons!