The first rule of sales is to get to know your customer. Until you know your customer’s business, products and services, needs, fears, challenges and goals, you really don’t have a clue as to how to approach or what you have to sell.
Some salespeople focus on what they have to say and sell. If they can just get a meeting, they’re sure they can close a sale. They risk turning off a prospect by being focused on their own needs. They may have the answer to all of life’s problems, but if they don’t take time to ask a few questions to determine the customer’s needs, they may never get an opportunity to go for the close.
Asking a few well-timed and targeted questions can make the difference. Inc. Magazine’s article, “5 Questions That Will Close The Sale (Without Pressuring Customers),” are worth considering for your next sales meeting. The questions deliver a triple punch—they are friendly, they help you sell, and they don’t put pressure on the customer. You can become a smooth, confident salesperson with a great close rate by adding these questions to your sales presentation.
A customer walks into the store to browse. The question that most salespeople ask is, “…are you finding what you need?” Or, “Can I help you with something?” Valid questions, but not very engaging. A customer can answer these questions with a yes or no. Not very engaging. Asking a question like, “What brings you to our store today,” is a question that demands a conversation. If you can get the customer talking you can learn some information to determine what his needs are.
Ask the “why” question. “Why do you need this product or service?” What are the customer’s problems, challenges, needs? The answer will help you connect the dots from his need to your product.
Is the person you’re talking to the decision maker? Asking, “how will you go about making your decision?” will let you continue on your track or make adjustments to get in front of the real buyer. Are they looking for price, reliable service after sale, quick delivery, or dependable maintenance? What is the highest priority?
Sure, you’ve got quotas to make and it’s the end of the month and you’ve got to make up some ground. Your timeline isn’t important to the customer. Another question is, “what is your timeline?” Customers don’t like to be pressured to make a decision until they are ready. No one likes to be put on the spot. Dangling discounts or add-ons for making a fast decision lowers the value in a customer’s mind. Give the customer control of when she makes a decision. It’s all about her schedule, anyway.
“What would you like to have happen next?” may sound like a dangerous question. There are a lot of possible answers to that question, and they aren’t all “…sign a contract.” This question will help you uncover any further objections and answer them to the customer’s satisfaction. You’re also releasing control to the customer for the next steps. There may be some needs or restraints you weren’t aware of. The customer may want you to meet with a higher level manager, which gives you an opportunity for a second meeting with a lot more information than you started with.
Asking questions is the best way to get information you need to sell. Asking the right questions that put prospects at ease can bring you closer to a closing a sale every time.
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