How To Ask Questions...To Make a Sale
With prospects getting more difficult to contact, you never want to waste the one-on-one time that you do manage to get. The key to having a productive sales conversation is asking questions that draw the prospect out. Here's a simple six step process:
- STEP #1: Do Your Research. Never ask a prospect a question that could easily be answered by a few minutes on the Internet. The more you understand about the prospect beforehand, the more likely it is that you'll find out something that will help you move the sales forward.
- STEP #2. Ask an Exploratory Question. Add value from the get-go by asking a question that will help the prospect clarify his or her own thoughts and ideas. Don't mine for information; instead focus on truly understanding the prospects's position.
- STEP #3. Listen Carefully and Consciously. Hear what the prospect has to say, without trying to frame what you're going to say next. See the situation through the prospect's frame of reference without automatically trying to create a sales opportunity.
- STEP #4. Provide an Active Acknowledgment. Never interrupt. Re-describe what the prospect said, in a way that confirms that you were really listening to the prospect (and not your internal "gotta make a sale" dialog) and that you understand what the prospect was telling you.
- STEP #5. Respond Appropriately. Articulate a clear response that matches the customer's frame of reference. This builds credibility and a collaborative customer relationship, which are the core elements of a consultative sale.
- STEP #6: Go back to STEP #2. Repeat as necessary until you understand what's going on in the customer's head and in the customer's place of business. The most important thing here is to be listening much more than talking, but still contributing to the conversation.
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