How to Interview a Customer

The sales pitch is dead. Today, selling means understanding the customer's needs and crafting a solution to meet them. This requires you to ask effective questions and then listen -- really listen -- to the answers. Here's a simple 5 step process for making sure that you get the most out of your cu...stomer meetings:

• STEP #1. Ask an Exploratory Question. Add value from the get-go by asking a question that will help the customer clarify his or her own thoughts and ideas. Don't mine for information; instead focus on truly understanding the customer's position.
• STEP #2. Listen Carefully and Consciously. Hear what the customer has to say, without trying to frame what you're going to say next. See the situation through the customer's frame of reference without automatically trying to create a sales opportunity.
• STEP #3. Provide an Active Acknowledgment. Never interrupt. Re-describe what the customer said, in a way that confirms that you were really listening to the customer (and not your internal "gotta make a sale" dialog) and that you understand what the customer was telling you.
• STEP #4. 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 #5: Go back to STEP #1. Repeat as necessary until you understand what's going on in the customer's head and in the customer's place of business.