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The 2nd Base
Conversation
The second base conversation is the least understood in the entire
sales process. To reach 2nd base your prospect must need what
you have, there must be compelling reasons to buy what you have,
they must have compelling reasons to buy from you instead of your
competition, and you must have S.O.B. Quality (stronger
relationship, trust, credibility, expertise, caring and listening),
developed by asking more questions than your competition, better
questions than your competition, and tougher questions than your
competition. Having done that, you will have differentiated
yourself from all of them.
It's all of those questions that cause confusion so here is what it
is not:
- a list of 50 questions
- questions that you stop asking when you hear what you think
is a compelling reason
- questions that you shouldn't spend much time on
- questions that you should not ask if you're uncomfortable
- questions that don't get personal
Here is what it is:
- a single open ended question to get you started
- followed by dozens - yes dozens - of questions that are
asked in the moment, without premeditation, that come directly
from what your prospect tells you
- these questions go deep and wide
- these questions do get personal
- these questions are like heat sinking missiles that continue
to seek their target
- these questions look for problems, consequences, feelings,
and more
- these questions continue to be asked even when you think you
have asked enough already
- a summary - that succinctly ties the problems and
consequences - the compelling reasons - together in a nice
little package.
Plan to spend plenty of time between 1st and 2nd base. Even
an hour. If you take your time on the way to 2nd base, it will
accelerate the rest of your sales cycle.
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How
to Become a Sales Superstar