Summarise Until They Say: That's Right
Sum up the buyer's situation, goals and worries so well that they say that's right, before you suggest anything.
A practitioner technique; summarising is long taught in counselling, but this sales use has not been studied.
Why it works
When buyers hear their own situation put clearly, they feel understood and become more open. Voss contrasts that's right, which shows agreement, with you're right, which is often a way to end the talk.
How to do it
- Near the end of discovery, pause for a full summary.
- Cover the problem, what it costs, what they want, and what worries them.
- Use their words.
- Ask: have I got that right?
- If they correct you, thank them and summarise again.
What to say
Let me check I've understood. You have three territories empty, the season starts in August, your last agency sent people who didn't know the crop, and your MD wants proof before spending again. Is that right?
Avoid
Summarising only the parts that suit your pitch. Buyers notice what you left out.
Example
After forty minutes with a Raipur rice exporter, Divya summarised the problems in four lines. The owner said: that's exactly right, nobody has put it like that. He then asked her what she suggested.
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