There's an old adage that humans have two ears and one mouth and should use them in that order. I think that should apply universally to salespeople. Let me explain ...
All too frequently, a sales call will comprise of the salesperson "delivering their pitch" to their prospective buyer. This process will vary in length depending upon the product of course, but generally it's just a pre-packaged description of everything there is to know about the product delivered at break-neck speed.
At the end of this "pitch", the salesperson asks something like "What do you think?" and the reply is "Hmmm, I'll think about it". The salesperson retires to their office and writes on the sales report "Client impressed and will give topic serious consideration".
Meanwhile, the client has made a mental note to ignore your calls in future and when you strike it lucky and reach him, he just replies with something indistinct like "We've got no funds" or "Still thinking about it".
So the merry-go-round of call / avoid goes on until the salesperson gives up on that client and writes them off. Meanwhile, the client has struck up a relationship with another supplier and does some business.
You hear about it and wonder why.
How much better would it have been if, as the salesperson, you had spent a few minutes with your potential buyer identifying some of the issues involved in the purchase? Asking questions, listening for the answer and then discussing how your product / service meets those needs.
You should then relate to your buyer exactly how your what you're offering would address the issues, pointing out the necessary attributes of the item along the way.
Here are a couple of examples:
You run a picture-framing business. A customer comes in with a piece of artwork and wants it framed. Instead of immediately showing them every frame and every matt board you have, why not say something like this "Tell me where you're going to hang this" and wait for the answer. It could be for the bedroom, the study, dining room, office ...
Then ask what the decor in that environment is, if there are any other framed items and wait to hear what they say. Now, based on the information you have, you can make a relevant suggestion about how you think the artwork can best be framed.
Instead of guessing, you're able to provide informed, consultative recommendations. By also identifying the degree of importance of the item, gained by again asking about the item's background, you can talk about how to protect it with acid-free mounting paper, etc. What a difference!
If you're selling shoes, you could ask for what purpose they're being bought. When answered, the information will enable you to make a recommendation about the most suitable shoes for that purpose.
I experienced this recently when I wanted a pair of black business style shoes. I'd always bought heavy shoes with thick leather soles because I thought they offered longevity, but the salesperson identified that I spend a great deal of my time on my feet doing workshops and training sessions and recommended I buy a lighter pair with synthetic soles.
Let me tell you, those shoes are the most comfortable I've ever worn and still look and feel like new eighteen months later. They haven't needed to be resoled and they are great in the wet. I've back to that shop again and again because they identified my need and responded to it. The need? A comfortable, long-wearing business shoe. They created a long-term customer and isn't that we all want?
Too many business fail to identify that they are in the business of selling. Let me again refer to my pet example, the restaurant. There’s a cafe near my office where I often go with clients or with friends. There's parking right outside and they make great coffee, but they could do so much more. Basically, you go to the counter, place your order and they bring it to you.
When you've finished, they clear your cups and plates and leave you to make your own way back to the counter to order. I was there today and was engrossed in a conversation with a client. We finished our coffee in less than 15 minutes but sat there for nearly 90 minutes. If they had come and asked me if we'd like a second cup, we both would have said yes.
Just one question to double their return. Yet in the dozens of times I've been there, they've never asked me those questions (and despite my attempts to suggest they should, they still won’t).
I went to dinner with a friend with the simple intent to order a steak and a beer. We sat down and straight away our hostess said "Two beers?" They went down quite quickly and then she brought the menus, she simply asked "Two more?" Yes, we replied.
A few minutes later, she returned, pulled a chair to the table and asked if we'd like to hear about the specials for that evening. We had only intended to get a steak but we ordered oysters, herbed bread, salads and a bottle of red wine as well. (We weren't driving!).
When they had cleared the table, out came an attractive tray loaded with small display portions of each of the deserts on offer. Our hostess explained each of them to us and of course, we ordered.
The point is that what should have been about a $60 meal turned into $150. The difference? Our hostess knew how to ask questions that sell. (It was a great meal, too!)
By learning how to ask effective questions, you will experience far fewer objections and you will make more sales more easily. It’s that simple.
Its Easy To Double Or Triple Your Sales if you know this - To learn more about this author, visit James Yuille's Website.
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Which of the following would make you more excited about the outlook for a hypothetical real estate market?
