We’re All Salesmen: The Power of “Why”

As entrepreneurs, at times we’re accountants, at times we’re marketers, at times we’re human resources; overseeing all aspects of our companies makes us feel safe. We wear many hats along our journeys, but with growth responsibilities must be delegated. We hire competent employees, and hand our hats off, but one hat seems to stick to our heads; the sales hat. To be a viable entrepreneur one must be passionate about his/her company. Passion is demonstrated by sharing ones company to inspire others. An Inspiring message is in essence a sales pitch. If you are a passionate inspirational entrepreneur then you are a salesman, even if you don’t realize it. For this reason, all entrepreneurs must study sales and build their own salesman’s toolbox. The salesman’s toolbox is a compilation of best practices learned through experience, study, and guidance. One tool every entrepreneur must have in his/her toolbox is the “why” tool. The most powerful tool in a salesman’s toolbox is the word “Why?”

Why is “Why” the most powerful tool? “Why” is a salesman’s most powerful tool because it’s the shovel that digs the truth. Asking prospects “why” squashes objections and uncovers the truth behind pushback, for an example I’ll take the role of a computer salesman trying to sell a computer to an 80 year-old hardware store owner named Ray. I walk in, greet Ray, and notice Ray is taking inventory… with a pen and paper! I think to myself, “great opportunity!” I ask Ray if he’s ever used a computer, he answers “no.” I ask “why?” Ray says, “I’m too old.” I wasn’t born yesterday, if my 90 year-old retired grandfather is able to use a computer, then an active 80 year-old hardware store owner sure can. I ask, “Why are you too old?” Ray answers, “I’ve never used a computer, why start now?” I reply, “Why not start now?” I’m filtering threw Ray’s smokescreens; I’m making him think. Ray says, “Because they’re just too complicated.” I respond, “Why do you think computers are too complicated?” Ray adds, “I actually tried to use a computer about 20 years ago. It was too complicated.” I just uncovered incredible information! Knowing Ray found computers 20 years ago complicated is no surprise, because 20 years ago computers were complicated! I dug the truth out of Ray by using the power of “why.” I uncovered the true reason why he objected to using computers, and I can tailor my sales message to show him the simplicity of using a modern computer. Now the easy part starts, all I need to do is demonstrate my passion and inspire him to purchase one of my computers.

People hide the truth. We don’t like saying no.  It’s human nature.  It’s OK.  The solution is to open your salesman’s toolbox and utilize your “why” tool.  Understand the power of “why,” use it, and inspire people with your passion to complete the sale.

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