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Dealing With the “S” Word

Written by: Sandy Schussel

Article Overview: Selling is not trying to convince someone to buy. It’s asking appropriate questions so the buyer concludes for himself that he needs what you are offering.

Dealing With the “S” Word

I'd like to talk about the other end of the client funnel-the one involving the "s" word. You know...sales. Whether you're a professional selling your services, trying to get a job, or looking for a partner, at some point, you'll be selling.

But if that thought scares you, take heart. It's easier than you think. Selling isn't what you may think it is. It's not about coming up with a powerful presentation and compelling or manipulating someone to buy something you offer.

Selling is the asking of appropriate questions so that your prospective client determines for herself that she needs what you offer.

I teach the professionals I coach that anything you can tell a client or prospective client you can get them to tell you, if you ask the right questions.

Contrary to what many of the great sales "Gurus" of the Twentieth Century were preaching, "closing" a sale is, usually, the least important part of the sales process. Sure, you have to close but, like the rest of the process, closing is accomplished simply by asking a question:

"So, should we get started?"
"What do you think the next step is?"
"When would you like to start?"

Nor is the important part of the sale the presentation. Yes, you need to explain your solution to a prospect's problem, but this can best be done as a conversation.

Ask powerful questions--questions about consequences and questions that elicit emotions and unearth an explicit need or problem--and you'll convince them early in your conversation that they should be working with you:

"How do you feel about that?"
"Is it important?"
"What's important about it to you?"
"If we can fix that, how will that affect you in the long run?"
"How would you feel then?"

Then, you can demonstrate your solution and ask for the “sale”. Turn more of your possibles into definites by asking more and better questions.

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Article Tags: coach, consequences, emotions, explicit need, gurus, heart, job, prospective client, twentieth century



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