The What, What, Why Sales Method

The "What, What, Why" method in sales is a questioning technique used to understand a prospect's needs and motivations deeply. It involves three key steps:

1. First What: "What are you trying to achieve?"

   • This question aims to uncover the prospect's goals, objectives, or desired outcomes. It's about understanding what the prospect wants to accomplish with the product or service you are offering.

2. Second What: "What challenges are you facing?"

   • Here, the focus shifts to identifying the obstacles or pain points the prospect is encountering. This helps to highlight the specific problems that need to be addressed for the prospect to achieve their goals.

3. Why: "Why is this important to you?"

   • This question delves into the underlying reasons or motivations behind the prospect's goals and challenges. It helps to reveal the emotional or strategic significance of solving the problem, thereby understanding the true value of the solution to the prospect.

How It Works in Practice

1. First What: Identifying Goals

   • Salesperson: "What are you hoping to achieve with your current project?"

   • Prospect: "We want to improve our customer satisfaction scores."

2. Second What: Understanding Challenges

   • Salesperson: "What challenges are you encountering in achieving that?"

   • Prospect: "We are struggling with response times and handling customer complaints effectively."

3. Why: Uncovering Importance

   • Salesperson: "Why is improving customer satisfaction so crucial for your business?"

   • Prospect: "It's critical because it directly impacts our customer retention and overall revenue."

Another Example Dialogue

• Salesperson: "What are you looking to achieve with your new caravan or motorhome?"

• Prospect: "We want to explore more of the country and have the freedom to travel whenever we want."

• Salesperson: "What challenges have you faced with your current travel setup?"

• Prospect: "We've found it difficult to find accommodation that suits our needs, and we feel restricted by hotel bookings and schedules."

• Salesperson: "Why is having the freedom to travel on your own terms so important to you?"

• Prospect: "We value the flexibility and spontaneity that comes with traveling without a fixed plan. It's about having the freedom to enjoy our retirement and make the most of our time together."

• Salesperson: "I understand. With our range of caravans and motorhomes, you can enjoy the comfort and convenience of having your own space wherever you go. Our models are designed for easy travel and setup, allowing you to explore at your own pace without worrying about accommodations. Plus, they come equipped with all the amenities you need to feel at home on the road."

This approach helps the salesperson connect with the prospect on a deeper level, addressing their true needs and motivations, which can lead to a more successful and satisfying sales experience.

Benefits of the "What, What, Why" Method

• Deeper Understanding: By asking these questions, the salesperson gains a comprehensive understanding of the prospect’s situation, allowing for a more tailored and effective sales pitch.

• Building Rapport: This method shows genuine interest in the prospect's needs and challenges, fostering trust and rapport.

• Addressing True Needs: It ensures that the salesperson can address the real issues and provide solutions that are aligned with the prospect's core motivations and business objectives.

Overall, the "What, What, Why" method is a powerful tool for sales professionals to uncover meaningful insights and connect with prospects on a deeper level, ultimately leading to more successful sales outcomes.