Traditional
sales people labor under an unfair burden and disadvantage.
Psychologically, they believe that when approaching a potential customer,
they have to prove the value of their product or service. Because of
this misconception, they immediately begin promoting or pushing features
and benefits, and consequently meet resistance.
The MBDi Business Development
Process® is uniquely different. It's based on
the understanding that without the prospect acknowledging they have a
problem and wishing to solve it, there is no need to promote features and
benefits. The key is getting the prospect to see, acknowledge, and
"own" their problems. The burden of proof is on the prospect
initially acknowledging a problem, then ultimately wanting a
solution. In the final analysis, your challenge is to get the
prospect to prove this to themselves. This shift of thinking and
process takes all the pressure off the Business Development
Professional. Through Socratic questioning, done in a nurturing way,
the professional will be able to allow the prospect the opportunity to
prove their position.
An insightful graduate of Mastering
Business Development® once shared: "If the prospect can't prove
to you that they have a problem, why are you trying to prove that you have
a solution?"
