Is 'Why' the most powerful word in Sales?

The questions of Who, What, When, Where, and Why represent some of the most powerful words in our vocabulary as humans. Despite this, and speaking from experience, we don't use them nearly as often as we should. Of these questions, 'Why' intrigues me the most, as the other 'w' questions are typically easier to answer, with a quantifiable response.

To answer the 'why', we're often asked to sit on the question. The answer can vary depending on whom you ask, and it can have layers that are uncomfortable to unpick. These 'why' questions may not have a uniform answer, and they can change over time.

The 'why' is powerful. It can connect, build trust, and create vision and purpose. If people are willing to discuss it until a common answer is agreed upon, 'why' can unite people, countries, and corporations.

As an observation, the reluctance to answer the 'why' or give it an honest answer may be due to the recipient not understanding the question's value to them.

In sales, we often engage in conversations and selling attempts with intermediaries, not the real end customer (who are often the shareholders). Setting aside philanthropist investors, governments, and not-for-profit profiles, the 'why' should be to serve the interests of the owner's equity. Before picking up the phone, as a salesperson, can you answer the question, why should I buy from you? If your answer does not align with the 'why' associated with serving the interests of the owner's equity above any other reason, I suggest there is work to do first.

The aligned 'why' will allow you to ask 'who', 'what', 'when', and 'how'. Continuously revisit the 'why' and reaffirm it along the sales cycle as it may change. Visit the 'why' within the other 'w' questions along the way.

Conrad Smith (not the rugby player) provided me with tools through a one-day course, for which I am grateful. I share some notable tips before your first meeting, so you can form the skeleton questions/answers and validate and collaborate with your buyer here: https://corporatevisions.com/cheat-sheet-executive-conversations/. It will be the best 20 minutes you have spent.

If you would like to run a half-day workshop with your team and have a facilitator guide you through meeting preparation, send me a direct message to discuss.

SC

*the other tip he gave was to wake up each morning and make your bed (inclusive of hotel stays). Still working on that one. https://www.dhirubhai.net/in/conradlsmith/

Another resource worth a read/watch/listen https://www.youtube.com/watch?v=2Ss78LfY3nE Simon Sinek Ted Talk 2009