488: The Art of Selling: Become a Sales Detective, Build Rapport, Trust, and Value By Asking Questions with Sales Wizard Hugh Liddle

Hugh Liddle is THE Sales Wizard at Red Cap Sales Coaching and Elite Sales Academy, where you can learn to make selling easy, fun and profitable. He specializes in helping chiropractors dramatically increase their conversion ratios, sales and revenues. Hugh's sales training and coaching comes from over 47 years of in-the-field sales and sales management experience, so you get real life experience from his teaching, not just something out of a textbook.

Hugh is the author of Take the Icky and Scary Out of Sales. He's also a radio talk show host. His show, Sales Chalk Talk, is produced every week and is available on iTunes.

Quotes:                                                                                                                                   

“People don't buy what they need. They buy what they want.” – Hugh Liddle

“It's not a salesperson's job to get a prospect to do what the salesperson wants them to do, or even thinks they should do. It's a salesperson's job to help the prospect do what they want to do.” – Hugh Liddle

“If you can find out what somebody really wants and you can help them get that, or you can give that to them, as long as they can afford you, you have a new client.” – Hugh Liddle

Takeaways:

02:31 Successful selling is about being a detective who asks smart questions and truly listens to understand a customer's deeper emotional needs.

11:05 Prospects buy based on what they want, not what they need, so focus on uncovering their true motivations.

12:14 Always communicate using "you" statements that directly answer the prospect's core question: "What's in it for me?"

19:04 Most sales challenges happen before the actual sale, not during the closing moment.

20:40 The sales process is about building trust, understanding the client's goals, and showing them exactly how you can help them achieve those goals.

Resources

Podcast: Play in new window | Download (Duration: 30:04 — 27.5MB) | Embed

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Filed in: Archive 2: 2017 • Interview • Podcast • Sales

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