The difference between ‘Why?’ and ‘Why me?’ in sales

There are many subtleties in sales that mean that some salespeople perform well in one organisation and not in another. One of these subtleties is the difference between one of the questions the prospect has to answer:

• Why?

• Why me?

Let me explain.

The vast majority of sales are made on budgeted items. There is a budget line available that must be spent on this product or service. The budget is there, you just have to justify who to spend it with. In this case, the sales representative must try to understand why the prospect would work with him rather than someone else. So answer the second question: Why me?

The other category of sales is unbudgeted items (0 points for guessing this category, dear reader). So you have to create the budget. Or "dip" into other budget lines at the expense of other investments. In this case, the sales person must try to understand why the prospect would do something. Even before understanding why he should do something with him. So answer the question: Why?

If your product or service is in the second category, the "why" category, and you're interviewing candidates who are used to selling products or services that are in the "why me" category, be prepared to help them make this transition, which is typically very difficult. Among other things, consultative selling skills are required, which is not a very common skill or one that can be acquired, but not easily.

Or better still, and this is my recommendation, recruit a salesperson who is used to selling a "Why?" and not a "Why me?