Take Away Tips:
What’s Important!

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By Rick Fernandez

Finding out “What’s important” when it comes to your prospect’s vacation is of significant importance to your selling success. If you haven’t discovered “What’s important” to them early in your presentation, you may still be able to close the sale, but it will be much more difficult.

When you ask prospects, “What’s important?” they’ll usually respond with various criteria. Listen for words that they relate to performance, security, safety, or value for the money—things that are important to their consideration of your program or offer. The criteria words they use are “hot buttons” that you can use to influence their decision.

Here are three simple examples showing how you can discover these criteria words:

1. “What’s important to you (and your family) in a vacation?”
2. “What’s important to you when choosing a vacation destination?”
3. “What’s important to you when it comes to family security?”

You can then expand on their responses simply by asking, “Why is that important to you?” or, “Why do you feel that way?”

This provides you with more priceless information that will help you satisfy their personal desires. Once you’ve identified “What’s important” and why it’s important, you’ll know which buttons to press and can present your case accordingly, using their specific criteria words to help you consummate a sale. Happy Selling!

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