A VP of an extremely successful business is in the process of re-engineering his client proposal format to assure more wins. His team has done a miraculous job listening to clients, noticing what is relevant and what is well past its “sell by” date in terms of effectiveness. They have been open to incorporating best practices not traditional to their own industry and to changing the look and feel of the proposal so that it is now easy for each of their clients to clearly identify why this company and its solution are the right choice.

This project got me thinking of the power of one simple word in sales. And how often sales people miss the opportunity to use its strength to shift the rules of the game to their advantage.

The word is the almighty “why.” There are times in the sales process when it’s essential to pose it to your clients. And there are times you must answer your own “why.” Here are seven invaluable ways for sales pros to use the power of this single syllable.

“Why am I calling this specific prospect now?”
Some of you have lists that read like the phone book. Not every lead is equal in value (even if it is a referral from your favourite client). You can attack your list one name at a time – an arduous uninspiring slog. Or you can choose the smart approach by categorizing and prioritizing your list according to which prospects are most winnable and which clearly meet your company’s definition of good business. It’s your choice … You can go to the next name on your list or first answer the “why” to assure faster and bigger results.

“Why would this specific prospect be willing to pick up the phone, respond positively to my e-mail or be interested in meeting with me?” Do you kick off your own shoes and step into those of your next “mark” before crafting your message or hitting the send button? Do you know enough about her, her business, her industry or her current situation to make her priorities the focus of your call? The likelihood of your message being heard or read has nothing to do with you and everything to do with the receiver of your call. If you can’t answer the “why” from her point of view you’re not ready to pick up the phone.

“Why would this prospect consider switching to a new supplier?”
I’m an A priority on your prospect list but there’s just one hitch … I’m deliriously happy with my current supplier. It surprises me that sellers are caught off guard when hit by this response. Let’s face it … even clients “barely satisfied” with their current providers can be reluctant to make the shift. I’ve been with the same phone company for years. The service is horrible, I complain about them daily and, despite a slew of financial incentives from the “other guys,” the perceived pain of transitioning to another company’s mediocre service has earned me the dubious title of “loyal” customer. So prepare ahead for this response, express your understanding of my situation, and prepare to demonstrate relevant value to earn my trust over time.

“Why and why now?”
When I receive a call from a prospect looking for sales training, or a request for a proposal, this is my #1 question. Why are you looking to train your team … and why now? The answer never fails to enlighten. The answer gives me an immediate indication of the importance of this initiative and the commitment of time, energy and funding behind it. Equally important I find that the training they seek is often a symptom of a very different issue. Using “why” takes me to the “cause” of the problem which requires a different solution. Suddenly I’m in a position to create a differentiated recommendation while my competitors are proposing action on the original, and now irrelevant, symptom.

“Why are we the right fit to address this client’s issue?”
Your ability to sell is as much about you and your organization as it is about your products or services. Why are you the right fit? Do you know your “A” advantage and your “a” advantage in context of this specific client? Your “A” advantage is the specific value your company brings to this client’s issue. Your “a” advantage is the relevant benefit you personally bring. If you can’t articulate a compelling answer to this critical question – from the client’s perspective – why would you expect your client to choose you?

“Why did we lose this bid?”
I know most of you ask this question. Or you attempt to. But in my experience most of you don’t try hard enough get to the cold truth. Buyers admit they are sheepish about sharing their reasons for saying “no.” “Price” is the common way to let you down easy because no-one wants to kick you when you’re down. Well I say … be willing to take the kick! One of the most valuable lessons in my sales career came from asking a client who gave me the price excuse, “What else contributed to your decision? And what else?” The answer was a personal hit. And yes it hurt at the time. But I became a better sales person as a result.

“Why did we win?”
Few sellers ask this one. You’re so caught up in the euphoria of the win you neglect to consider why this client specifically chose you. Hey, you won, that’s all that matters, right? Wrong! Their answer to this may not be what you expect. You’ll glean valuable information that you can then leverage to win other customers. I always want to know why companies choose salesSHIFT. I rebranded my company based on the feedback I’ve received over the years. And when prospective clients ask me, “How is salesSHIFT different to other sales training companies?” I let my customers’ words answer the question … and with greater impact.

Consider “why” in every sales situation. For those of you who feel it’s abrasive to present this word to a client … cushion its landing. Replace “why” with a softer phrase like, “Help me understand how you came to this conclusion …” Or frame it with context, “You mentioned you plan to upgrade your CRM technology, may I ask why and why specifically now?” Sellers are masterful at focusing on the “what” of any sales opportunity. While this is important, your ability to win lies firmly in the answer to “why.”

Good selling!

If you have specific “why” questions that are particularly valuable I’d love to hear about them. Please leave a comment and I will personally respond.