WCS Podcast 11 - What Your Prospects Don't Tell You
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[00:00:04] Grace: Hi, I’m Grace, sitting in again for Will. Thanks for joining us. Today, we wrap up our four-part sub-series on effective selling with a powerful topic: What Your Prospects Don’t Tell You. We’ll explore how understanding unspoken questions can help you build trust, deliver value, and close more confidently. Let’s dive in.”
[00:00:29] Jason: Hey, it's Jason. Welcome to another episode of our Track Selling podcast. Today we're talking about something that can make or break your sales success. Understanding What Your Prospects Don't Tell You. We all know buyers have questions and concerns running through their minds, but they rarely say them out loud.
[00:00:48] Jason: In this episode, we'll break down those unspoken thoughts and show you how to guide your prospect through the Five Buying Decisions so you can build trust, offer real value, and close more effectively. Let's get into it.
[00:01:02] Marissa: Have you ever been driving, you know, running on fumes? Absolutely desperate for gas.
[00:01:07] Jason: Oh yeah. That feeling, panic mode.
[00:01:08] Marissa: Exactly. You pull into the first station you see. You don't really care about the brand. Probably not even checking the price too closely. You just need that gas.
[00:01:16] Jason: Totally! Get me fuel now.
[00:01:18] Marissa: But then, let's say the attendant comes over, maybe while filling up, looks at your tire and says, "Whoa, I wouldn't drive another mile on that thing."
[00:01:24] Jason: Oh, okay. Instant change, right?,
[00:01:26] Marissa: Complete shift. That desperate need for gas just evaporates. Suddenly you're thinking, hold on. Who is this person? Can I trust them? Are they just trying to sell me something?
[00:01:35] Jason: The skepticism kicks right in.
[00:01:37] Marissa: It's that huge mental shift going from buying something you know you need to suddenly feeling like you're being sold something. That's what we're really getting into today, because as salespeople or really anyone trying to persuade someone, understanding what actually going on in the other person's head is crucial. Mm-hmm. Especially since, well, they rarely just come out and tell you.
[00:01:57] Jason: No, they don't. And that's where this idea, from Roy Chitwood's book, World Class Selling, is so powerful. He talks about the Five Buying Decisions, right? And understanding these isn't just like a handy technique. Chitwood argues, it's a fundamental shortcut to really succeeding in sales because you understand the prospect's internal journey. It helps you guide the conversation effectively.
[00:02:21] Marissa: So our goal today is to pull back the curtain on those unspoken thoughts. We want to lay out the exact psychological order these buying decisions happen in. Knowing this gives you a real edge, not just for closing a deal, but for building actual trust.
[00:02:36] Jason: Absolutely. Building that relationship.
[00:02:38] Marissa: So let's start with that critical shift. We buy countless things every day almost automatically, right? Grabbing coffee, picking up groceries...
[00:02:45] Jason: Things we've decided we need on our own. Very little conscious thought sometimes.
[00:02:50] Marissa: But the second someone starts selling to us...
[00:02:52] Jason: That's when the thinking starts. Big time. The salesperson suddenly becomes this sort of unknown quantity. Our defenses naturally go up a bit.
[00:03:00] Marissa: That gas station analogy nails it perfectly. You needed gas, boom, you bought it. No resistance.
[00:03:06] Jason: Need met. Simple transaction.
[00:03:07] Marissa: But the tire. Something they initiated. That's when the internal alarm bells start ringing. You feel like you've lost control of the situation.
[00:03:15] Jason: Exactly. And those questions that pop into your head at the gas station. Who is this guy? Is he honest? Do I really need this tire? What's it gonna cost me? Should I do it now? Chitwood says those exact same questions flash through a prospect's mind during any sales presentation.
[00:03:31] Marissa: Even if they don't say a word about them.
[00:03:33] Jason: Especially if they don't say a word. They're happening subconsciously in a specific order.
[00:03:38] Marissa: Which brings us right to the core idea. These Five Buying Decisions, everyone makes them when being sold something. And this is key always in the same precise psychological sequence.
[00:03:49] Jason: Right? You can't really jump the queue, so to speak. Yeah. The prospect might not be ticking boxes in their head consciously, but their mind follows this path.
[00:03:58] Marissa: So if you, as the salesperson, understand the sequence...
[00:04:02] Jason: You can proactively address each decision point. You can guide them towards a yes for each one in the right order. It makes the whole process smoother, more logical for them, and ultimately leads to a better outcome for everyone.
[00:04:16] Marissa: Okay. Let's unpack number one. Where does the prospect's mind go first? Surprisingly, it's not the product.
[00:04:22] Jason: No, not at all. The very first decision is about you, the salesperson.
[00:04:26] Marissa: Really just me as a person.
[00:04:28] Jason: Yep. From the moment you start interacting, they're sizing you up. They're asking themselves two main things, usually unspoken. First your integrity. Are you there to genuinely help me, or are you just trying to make a sale? Are you really interested in my needs? Do I trust this person? Heck do I even like this person. They wanna see you as, uh, like a helpful advisor or consultant.
[00:04:48] Marissa: Okay. Integrity. What's the second thing?
[00:04:50] Jason: Your judgment.
[00:04:51] Marissa: Yeah.
[00:04:51] Jason: They're wondering does this person actually know what they're talking about? Do they understand their product, sure. But also do they understand my situation, my business? Can they see how this could really help me?
[00:05:02] Marissa: Wow. So that initial rapport, that first impression, it's not just about being friendly, it's fundamental.
[00:05:09] Jason: Absolutely vital. If you don't pass that first test, if they don't feel they can trust you or respect your judgment, nothing else you say is likely to land. You've lost them before you even started talking product.
[00:05:20] Marissa: Okay? So let's say you've made a good impression. They feel okay about you. What's the next logical step in their mind?
[00:05:27] Jason: The second decision is about your company.
[00:05:29] Marissa: Ah, the organization behind the person.
[00:05:32] Jason: Exactly. Think back to the gas station. Okay, maybe this guy seems okay, but who actually made this tire? Is it a reputable brand? Your prospect is thinking similarly, who backs this salesperson up? Is this company reliable? What about service after the sale? Will they be there if something goes wrong?
[00:05:50] Marissa: That makes sense. They need to trust the whole operation.
[00:05:53] Jason: And critically, Chitwood points out that the prospect doesn't really separate you from your company, your professionalism, your service, how you handle things. That is the company's reputation in their eyes right then and there.
[00:06:05] Marissa: So you need to sell yourself and then sell the company's reliability.
[00:06:09] Jason: Get a yes on both of those, and you've earned the right to talk about the actual product.
[00:06:13] Marissa: Okay, so now we're finally at the product or service itself. Decision number three. Is this where we list all the features? Our widget is great because...
[00:06:23] Jason: Well, features matter, sure. Prospects do consider the factual details. Is it compact? Is it easy to use? But the real driver here, especially since people buy on emotion than justify with logic, is different.
[00:06:35] Marissa: What's the core question then?
[00:06:36] Jason: It's does this thing really solve my problem? Does it meet my needs? Not just the practical ones, but maybe the emotional ones too. They're looking for the benefit, the solution, more than just a list of specs.
[00:06:48] Marissa: Got it. Solving their specific problem. And I guess other practical things fit in here too.
[00:06:53] Jason: Definitely. Things like, you know, the overall quality, how easy it is to install or implement, the delivery timeline. Does it all fit their requirements?
[00:07:01] Marissa: All right, so you, company, product solution. That brings us to the big one for many salespeople, price. Decision number four. Can I afford this?
[00:07:10] Jason: That's the surface question, yes. But Chitwood digs deeper. He insists people don't buy because of price.
[00:07:17] Marissa: They don't, then why?
[00:07:18] Jason: They buy because of value. Until the prospect is genuinely convinced that what you're offering provides real value to them. That the benefits clearly outweigh the cost. Then no price is right.
[00:07:32] Marissa: So value perception is everything.
[00:07:33] Jason: Everything. If they don't see the value, even a low price might seem too high. And interestingly, a price that seems too low can sometimes make people suspicious, right? Like, what's wrong with it?
[00:07:43] Marissa: Yeah, you wonder what the catch is.
[00:07:45] Jason: So the key isn't to focus on justifying the price tag, it's to build such a strong case for the value, the solution, the benefits, that the price becomes a logical investment. Sell the value, not the price.
[00:07:57] Marissa: Makes sense? Don't lead with price. Lead to price through value. Okay. We've got yes on you, yes on the company, yes on the product, providing a solution, and yes on the value justifying the price. What's left? What's the fifth decision?
[00:08:09] Jason: The final hurdle is time. The prospect has basically decided to buy, but the last question is :When?
[00:08:16] Marissa: Uh, the do I need it now question.
[00:08:18] Jason: Precisely. Back to the tire example again. Okay. I agree the tire's bad, and this seems like a fair price for a good one, but do I need to replace it today? Can it wait till payday? Nobody wants to spend money sooner than they feel they have to.
[00:08:33] Marissa: So the salesperson's job here is...
[00:08:36] Jason: It's to provide good, solid reasons why buying now is the right decision. Maybe it prevents a bigger problem later, or lets them take advantage of something now, or maybe the timing just aligns perfectly with their needs. It's about offering sound advice on timing.
[00:08:49] Marissa: And making sure the practicalities line up, like delivery or installation schedules.
[00:08:53] Jason: Exactly. Making sure that final step fits seamlessly into their world. Removing any last reasons for hesitation. It's about making it easy and logical to say yes now.
[00:09:03] Marissa: Wow. Okay, so those five decisions, you, company, product/solution, price/value, time, really map out the prospect's entire internal journey.
[00:09:12] Jason: It's a powerful framework, and it's not just for selling widgets, is it?
[00:09:15] Marissa: No, absolutely not. Chitwood points out, this applies anytime you're essentially selling an idea or yourself, or trying to get buy-in. Think about interviewing for a job.
[00:09:24] Jason: Perfect example. He actually shares a great story about his own experience interviewing for a sales job at Midland National Life. He realized he was both the seller selling himself and the buyer evaluating the company and the opportunity.
[00:09:38] Marissa: So he consciously went through these five decisions from the buyer's perspective during his own interview.
[00:09:44] Jason: That's exactly what he did. For the first decision, about the salesperson, in this case, the hiring manager. He was assessing the manager's integrity.
[00:09:52] Marissa: How did he do that?
[00:09:53] Jason: He asked questions about the management track, trying to gauge sincerity. He even asked similar questions, phrased differently, later on, to see if the answers stayed consistent. He was testing integrity. And he was also judging the manager's competence, his judgment. Did this guy really understand the insurance business and what it took to succeed?
[00:10:11] Marissa: Smart. Okay, so he felt good about the manager. What about decision two, the company?
[00:10:16] Jason: He looked beyond just the surface stuff. What really sold him on Midland National Life was the founder's philosophy, Mr. Salmons. This idea of offering huge opportunities to ordinary folks based purely on talent and hard work. He was buying into the company's core values and vision.
[00:10:32] Marissa: So the product, decision three, wasn't insurance itself, but the opportunity
[00:10:37] Jason: Precisely. The chance to sell, yes. But more importantly for him, the opportunity to advance in the management based on merit. That was the product he was evaluating.
[00:10:47] Marissa: And the price. Decision four. What was the cost for him?
[00:10:50] Jason: The price was taking a big risk. It was a straight commission job, no salary guarantee for the first month. He had to be willing to pay that price. Betting on himself and the opportunity, he had to believe the value was worth that risk.
[00:11:02] Marissa: And finally, decision five. The time to buy.
[00:11:06] Jason: For him, it came down to his own drive. He felt ambitious, ready to push himself. Did this opportunity right now align with that personal drive? His answer was yes. The timing felt right for him to make the commitment.
[00:11:17] Marissa: That's a fantastic illustration of how it applies beyond just a typical sale.
[00:11:22] Jason: It really is. And Chitwood's final point from that story is powerful. Conviction is convincing.
[00:11:28] Marissa: Meaning.
[00:11:29] Jason: Meaning, that when you as the seller genuinely believe in what you're offering because you understand these five decisions and you know you're addressing them honestly, that conviction comes across. It's more persuasive than any fancy technique or perfectly memorized script.
[00:11:47] Marissa: That genuine belief built on understanding the buyer's perspective.
[00:11:50] Jason: Exactly. That's where the real power lies.
[00:11:53] Marissa: So wrapping this up, the core takeaway seems crystal clear. If you wanna be truly effective, whether in sales or any kind of persuasion, you need to understand the unspoken questions running through the other person's mind.
[00:12:06] Jason: Mm-hmm. And knowing that they follow the specific sequence.
[00:12:08] Marissa: Yeah.
[00:12:09] Jason: You. Company. Product. Price. Time. Gives you a roadmap.
[00:12:14] Marissa: Address each one, build that trust, step by step, focus on value, and you make the whole process feel natural and right for the prospect.
[00:12:21] Jason: Which is ultimately what leads to success. So maybe final thought for everyone listening. Yeah. Think about how you can use this framework, not just if you're in sales. but anytime you need to get someone on board with an idea or maybe even understand your own buying decisions better. Why did you choose that job or that car, or make that big life change?
[00:12:38] Marissa: Applying the Five Buying decisions to our own lives. Interesting. It makes you think about past experiences differently, doesn't it?
[00:12:45] Jason: It really does. It's a powerful lens for understanding persuasion and choice, both external and internal.
[00:12:53] Marissa: Definitely something to reflect on. Understanding those unspoken questions can truly change how you approach things.
[00:12:58] Jason: Alright, to wrap things up. Remember, every prospect makes Five Buying Decisions in the same psychological order; about you, your company, your product or service, the price or value, and the timing. If you can address each one honestly and thoughtfully, you'll make it easy for your prospect to say yes. And this isn't just about sales. This framework applies anytime you're influencing a decision.
[00:13:26] Jason: Thanks for listening. See you next time.
[00:13:33] Grace: That brings us to the end of today’s episode—and the close of our four-part sub-series on effective selling. Over these episodes, we’ve focused on the core habits that set top salespeople apart.
[00:13:46] Grace: * In Episode 8, we talked about setting clear, meaningful goals so you always have a target to aim for.
[00:13:52] Grace: * In Episode 9, we explored how to manage your time effectively, making sure you’re focusing on the activities that really move the needle.
[00:14:00] Grace: * Then in Episode 10, we covered how to set the right objectives for each sales call, so you go in prepared and with purpose.
[00:14:07] Grace: * And today, in Episode 11, we wrapped it up by looking at What Your Prospects Don’t Tell You—the unspoken questions they ask themselves as they make their buying decisions.
[00:14:18] Grace: Together, these four topics form a practical roadmap for more intentional, productive, and successful selling. We hope you’ve found ideas you can put to work right away.
[00:14:28] Grace: Thanks for listening! We look forward to sharing more insights with you on our next episode of the World Class Selling podcast series.
[00:14:37] Grace: Good luck and good selling!
[00:14:38]
