Regardless of what you are selling, there is usually one buy-inquestion that determines how interested and engaged your prospectis going to be.

For my sales training and consulting services, it's simply: “Howimportant do you think sales training is to your overall salesdevelopment and the performance of your sales team?”

What's important?

If my prospect thinks it's very important, then I have a strongbasis for closing the sale, and I can leverage thatbuy-in throughout my presentation. And it's the same for you aswell.

If you are selling, for example, pre-need funeral arrangements,then the obvious question is: “How important is it to you to haveall your arrangements completed ahead of time so it's that mucheasier on your family should something happen to you?”

If you are selling franchises, the question is: “How valuable doyou think owning a franchise is to you or to your business?”

These “core buy-in” questions form the basis for your sale. Theyestablish the core interest level of your prospect, and if theanswer is positive, then you can refer back to this buy inthroughout your presentation.

Take time to ID the question

What's interesting is that many sales reps, and companies,haven't taken the time to identify this question, and even fewerask it and leverage the buy in throughout their presentation.

So the natural question is: “What is your unique buy-inquestion?” In other words, what one question can you ask thatestablish the core suitability and the core interest of yourprospect?

Once you identify what it is, start asking it during theprospecting call and at the beginning of your presentation. If youget buy-in, then refer back to it to leverage and reinforce theirbuying motive.

If they aren't sold on your basic value proposition, then youhave more digging (qualifying) to do to establish common ground(and buying motive).

Related: What your prospect wants: It's not what youthink