In "Sheepdog Strategies, 8" I mentioned Customer Centered Selling by Robert Jolles. In it, he teaches sales people to lead the customer through the decision cycle.
The sales process begins with dissatisfaction. The salesman asks probing questions about the product, service or process the prospect currently uses to uncover areas of dissatisfaction. Then he continues with questions that reveal the features/benefits the prospect needs to satisfy him.
The salesman proceeds to the sale with a question: "If I could provide you with [product, service, process] that meets your requirements within your price range, would you buy it?" Now the salesman has a commitment to buy before he even begins his sales presentation.
This approach frightens a lot of sales people, because it puts the customer in the driver's seat. There is a lot more uncertainty than with a canned sales spiel.
What if the salesman can uncover no dissatisfaction, or his product line does not meet the needs of his prospective customer? Then the ethical salesman will recommend the prospect to one of his competitors who CAN meet the prospect's needs.
Now, this series is about how to get our womenfolk to see the need for self defense training. You want to sell her safety and security. Can you see how this approach may apply to your situation?
Do you know what your womenfolk rely on for safety? I mean, do you really know? Have you ever taken the time find out? Have you ever taken the time to figure out the right questions to ask?
Whatever she depends on for safety is the "product" she is presently using. Probing questions will reveal her doubts and fears (dissatisfaction) about that product.
Customer Centered Selling contains a lot of insight into the process that I don't have space for here. If you really want to sell the idea of self defense to someone, I recommend you find a copy of the book at your local library and study it.
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