The secret of successful selling is to ask the right questions. If we do this properly, we become seen as a problem solver and the dynamic shifts from a buyer/seller relationship into that of two equal partners.We are then not selling...we are helping the customer to buy. In order to sell effectively we need to know what will make the customer buy from us. In order to do this we need to ask them...and listen wholly and exclusively to what they say. A highly effective type of question is known as an 'open' question. These are questions often prefaced with the words who, what, when, why, where or how.
These are all words that will encourage the customer to talk about their current situation and needs. If we are listening attentively then we are able to gather lots of information which can then be used to tailor our ultimate presentation, to show the customer how our product or service meets their specific and stated requirements.
Here is a sample list of some of the possible questions we could use:
'Who' questions
Who will use the product?
Who will need to be trained to use the product?
Who will be signing off the order?
'What' questions
What problem are you looking to solve?
What impact does this problem currently have on your business?
What do you look for when buying new 'widgets'?
What else...?
'When' questions
When are you looking to introduce the new 'widgets'?
When will you need delivery?
When would be the best time for the training programme to start?
'Why' questions
Why do you say that?
Why is that an issue for you?
Why do you need to change the situation right now?
Why do you think that?
'Where' questions
Where will the 'widgets' make the biggest impact?
Where will you need the delivery to go to?
Where do you get your 'widgets' from currently?
'How' questions
How can I help you solve that problem?
How quickly will you need the 'widgets'?
How would that work in practice?
How will this change the way you currently work?
A word of caution though....in order to maintain rapport with the customer it is important that we use open questions naturally and conversationally otherwise it could feel to them that they are being bombarded. Likewise,if we can link our next question to the last customer answer we are more likely to demonstrate that we have actively listened to them, understand them, and ultimately we will be more successful in matching the benefits of our proposal to what the customer is looking for. This linking of questions takes time and constant practice but is superbly effective.
Saturday, November 3, 2007
Is Your Knowledge an Obstacle to Selling More?
Imagine you had the opportunity to ask Albert Einstein or Stephen Hawking what they do for a living and how they do it. Chances are, after fifteen minutes of astrophysical prattle your head would be spinning and you still wouldn't quite have the answer to your question. They are both geniuses hopelessly immersed in their fields.
When it comes to your business, you're the genius. As an independent professional or small business owner you pride yourself on your vast repository of knowledge about your services or products. You could talk for hours about your latest technique, newest gadget or industry trends. Your success is ultimately predicated on your ability and acumen. But in order to be as successful and as profitable as you want be you need to maximize your ability to sell your gadgets or contract for enough applications of your techniques and services.
If you've had some success in business you're undoubtedly doing something right. If you've found that sales have leveled off in order to reach your next level of accomplishment, however, you will likely have to try something new or take a different approach to marketing. As a successful person (or someone who aspires to be successful) a method for increasing sales is to reevaluate your marketing material and make sure that your knowledge isn't jamming the effective communication of the value you provide.
Here are some steps you can take clarify what changes you can make to your marketing to increase sales and be more profitable.
Examine Current Clients
Who are your current clients? Are they people you were already pretty much in the know about the technicalities of what you do or sell or did you have to educate them to understand how you can help them?
If you find that most of your clients were pretty savvy about how you can help them before you marketed to them there is likely opportunity for you to expand your market by reaching out to those who don't inherently understand that you can help them. What steps can you take to enlighten those who don't quite understand they can benefit from your service?
Examine Your Marketing Material, Advertisements and Websites
Often times your first contact with your prospects comes in the form of a brochure, advertisement or website. Are these tools only speaking to a fragment of your market?
Here's a quick, inexpensive way to determine whether you can increase targeted response to your marketing collateral by clarifying the results and value you provide .
Ask your friends and family who are in very different fields of work from you to review your brochures, advertisements and website. Next, ask them who your clients are and why your services or products are helpful to them. If their answers are inconsistent and unsure your marketing material may be too highbrow and is likely alienating potential clients. How can you clarify your value and communicate more effectively to a larger targeted market?
Move Your Marketing Forward™
Don't let you knowledge get in the way of making another sale. Make sure your marketing material clearly and concisely communicate who you help and the value of the help you provide and watch sales soar.
When it comes to your business, you're the genius. As an independent professional or small business owner you pride yourself on your vast repository of knowledge about your services or products. You could talk for hours about your latest technique, newest gadget or industry trends. Your success is ultimately predicated on your ability and acumen. But in order to be as successful and as profitable as you want be you need to maximize your ability to sell your gadgets or contract for enough applications of your techniques and services.
If you've had some success in business you're undoubtedly doing something right. If you've found that sales have leveled off in order to reach your next level of accomplishment, however, you will likely have to try something new or take a different approach to marketing. As a successful person (or someone who aspires to be successful) a method for increasing sales is to reevaluate your marketing material and make sure that your knowledge isn't jamming the effective communication of the value you provide.
Here are some steps you can take clarify what changes you can make to your marketing to increase sales and be more profitable.
Examine Current Clients
Who are your current clients? Are they people you were already pretty much in the know about the technicalities of what you do or sell or did you have to educate them to understand how you can help them?
If you find that most of your clients were pretty savvy about how you can help them before you marketed to them there is likely opportunity for you to expand your market by reaching out to those who don't inherently understand that you can help them. What steps can you take to enlighten those who don't quite understand they can benefit from your service?
Examine Your Marketing Material, Advertisements and Websites
Often times your first contact with your prospects comes in the form of a brochure, advertisement or website. Are these tools only speaking to a fragment of your market?
Here's a quick, inexpensive way to determine whether you can increase targeted response to your marketing collateral by clarifying the results and value you provide .
Ask your friends and family who are in very different fields of work from you to review your brochures, advertisements and website. Next, ask them who your clients are and why your services or products are helpful to them. If their answers are inconsistent and unsure your marketing material may be too highbrow and is likely alienating potential clients. How can you clarify your value and communicate more effectively to a larger targeted market?
Move Your Marketing Forward™
Don't let you knowledge get in the way of making another sale. Make sure your marketing material clearly and concisely communicate who you help and the value of the help you provide and watch sales soar.
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