What C-3PO Teaches About Answering Buyer Questions

Hey, Scott from The Sales Mastermind here. Today’s edition only takes 1 minutes.

Sales lessons can be found anywhere.

One of my favorites is from the first ever Star Wars movie - Star Wars: A New Hope.

In a "New Hope," THREEPIO is a droid trying to get OWEN to purchase him for use on Uncle Owen's farm when this interaction happens:

OWEN: "You. I supposed you're programmed for etiquette and protocol?

THREEPIO: "Protocol? Why, it's my primary function, sir. I am well versed in all the customs...."
*Cutting THREEPIO off*

OWEN: "I have no need for a protocol droid."

THREEPIO: "Of course you haven't, sir. Not in an environment such as this -- that's why I've also been programmed…"

OWEN: "What I really need is a droid that understands the binary language of moisture vaporators."

THREEPIO: "Vaporators! Sir -- My first job was programming binary load lifter... very similar to your vaporators in most respects."

OWEN: "Can you speak Bocce?"

THREEPIO: "Of course I can, sir. It's like a second language for me... I'm as fluent in Bocce…"

OWEN: "All right, shut up! I'll take this one"
*Buys THREEPIO*

The lessons we can learn:

• Many buyer questions attempt to remove your product from consideration. A seller's job is to understand these traps when asked and answer the deeper question.
• Buyers know what they DON'T want and will lead with this as it is safer.
• Finding the right pain will win you the deal. Answering questions about the wrong pain will delay the deal.
• When a buyer is motivated, they will move quickly.
• Knowing when to speak and when to shut up is an important skill

Take these lessons into your next sales call.

• Seek first to understand before answering questions
• Push buyers towards solutions and away from what they don't want
• Slow down your conversations for a faster deal
• Ask for the follow-up meeting sooner than you think; tomorrow or the day after is great.
• Silence is golden. Use it

Happy selling!

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