June 2, 2008
Strategic Questioning: Sales Process
"We are usually convinced more easily by reasons we have found ourselves than by those which have occurred to others." - Blaise Pascal.
Is strategic questioning part of your sales process? Successful sales people involve the client by asking questions, then listening to the client’s answers. A key aspect in a successful sales person’s process, drawing the client into the process works far better than spouting a packaged sales pitch.
A sales person who does 80% of the talking, immediately touting the memorized features of their product, without involving the client, merely turns into a caricature of the manipulative salesman. A sales person who asks questions forces them to take the talking down to 20%.
Think about a physician – who wouldn’t dare give a diagnosis or health directive without asking questions first. First, to find out what’s wrong, but also to give the patient a sense of control. Asking questions has a positive effect on the patient. And a positive effect on a potential client. Both the doctor and the sales person need to try to pinpoint the most pressing priorities and problems, then find ways to solve and fulfill those needs.
Start your sales conversations with questions that are easy to ask and easy to answer, then escalate.
1. Ask for Permission
"Can I ask you some questions?" Right up front, let the client feel a sense of control in the buying process. Questions help to focus their thoughts and feelings.
Spread the Word!
May 5, 2008
The First Sales Call
The first call is the hardest, especially if it’s a cold call. But cold or warm, remember the potential client’s time is valuable so be brief and be sure you’ve done your research.
1. Listen to the client. Don’t start with how thrilled they’ll be with your product or service.
2. Confirm what you heard by paraphrasing the client’s words. Make sure you understand what they’ve said before you try to move on.
3. Ask strategic questions. Find out what they want and how you can help them.
4. Summarize what you heard them say – their answers and ideas. Summarize either on the phone or with an email following the call. Use their words specifically. It sounds simple, but it works.
5. Suggest options: 1) Solutions to their business challenges; 2) Enhancements through opportunities for improvement in their company. Options you can help them with via your product or service.
6. Ask the client what they see as a logical next step. Ask and listen. Don’t push them into what you think they need and what you can offer them.
7. Find out when you can meet with them. Suggest a specific time: "How about next Tuesday after lunch?" Don’t be pushy, though; you can always call back. It’s better to be realistic and rely on the client’s statements or goals.
8. Don’t give up. Persistence pays off.
