Ask Questions Your Customer Can Answer
Ask Questions Your Customer Can Answer
For example, consider the following scenario: A customer is looking at two different lawn mowers in a lawn and garden shop. Seeing this, a salesperson ambles over and asks, “What features are you looking for in a lawn mower?” At first glance this seems like a reasonable question, but is it really? No. Why? Because it’s a question the typical customer will be unable to answer (unless they sell lawn mowers for a living), which is, of course the point: they don’t sell lawn mowers, you do! A much better question to ask isn’t really a question at all, it is a statement: Tell me about your lawn. This they can elaborate on, on this topic they can share.
Another good example occurred when my wife and I were out shopping for glasses. I overheard the sales associate ask another customer, “Would you like the Anti-Reflective Coating on your lenses?” I happened to have worked in the optical industry for five years so I knew exactly what this question meant (that there would be a special anti-reflective coating put on his lenses which greatly reduces glare). This customer, on the other hand, looked confused. Having been asked a question he couldn’t answer his response was, “What is that?” Customers should never be forced into playing detective work with the sales person, trying to dig out answers. She would have been much better off starting with, “Do you find that when wearing your glasses you experience a good amount of glare?” Or “Do you do a fair amount of night driving?” Or “Are your eyes light-sensitive?” These are all questions that anyone can answer.
The key to great selling is to remember that great salespeople don’t focus their questions on the product, they focus their questions on the lifestyle and the needs of the customer. Focus on the customer and you’ll rarely miss!
Ask Questions Your Customer Can Answer - To learn more about this author, visit Richard Fenton's Website.
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Without a doubt the most important skill that must be present in every salesperson’s tool kit is the ability to ask good questions to determine customer’s needs. What’s interesting, however, is how we as salespeople often ask questions of customers that are virtually impossible for the customer to answer.
For example, consider the following scenario: A customer is looking at two different lawn mowers in a lawn and garden shop. Seeing this, a salesperson ambles over and asks, “What features are you looking for in a lawn mower?” At first glance this seems like a reasonable question, but is it really? No. Why? Because it’s a question the typical customer will be unable to answer (unless they sell lawn mowers for a living), which is, of course the point: they don’t sell lawn mowers, you do! A much better question to ask isn’t really a question at all, it is a statement: Tell me about your lawn. This they can elaborate on, on this topic they can share.
Another good example occurred when my wife and I were out shopping for glasses. I overheard the sales associate ask another customer, “Would you like the Anti-Reflective Coating on your lenses?” I happened to have worked in the optical industry for five years so I knew exactly what this question meant (that there would be a special anti-reflective coating put on his lenses which greatly reduces glare). This customer, on the other hand, looked confused. Having been asked a question he couldn’t answer his response was, “What is that?” Customers should never be forced into playing detective work with the sales person, trying to dig out answers. She would have been much better off starting with, “Do you find that when wearing your glasses you experience a good amount of glare?” Or “Do you do a fair amount of night driving?” Or “Are your eyes light-sensitive?” These are all questions that anyone can answer.
The key to great selling is to remember that great salespeople don’t focus their questions on the product, they focus their questions on the lifestyle and the needs of the customer. Focus on the customer and you’ll rarely miss!
Ask Questions Your Customer Can Answer - To learn more about this author, visit Richard Fenton's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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