Asking The Right Questions in Selling | Consultative Selling Skills
If you were to ask me what I consider to be the single most important skill in mastering the art of professional selling, I would say it is the ability to ask the right questions.
Some time ago I decided it was about time I had a laptop computer, so duly arranged for some sales presentations. The first salesman arrived in my office and proceeded to demonstrate the laptop he was offering. It was a good demonstration. He explained the product well and he covered all the features and benefits. In due course he attempted to close the sale, at which point I declined and said that I would think about it.
The second salesman arrived at his allocated time and, again, made a most proficient presentation. He included the guaran- tees, an explanation of the instruction book and also attempted to close the sale. He likewise also received the British ‘No thank you’ with the proverbial ‘I will think about it’.
And then came the third salesman. Well, he appeared not to have a laptop with him and we sat for a few minutes with the usual preamble when he said, ‘In order to save a lot of time, Mr David, may I ask you a few questions?’ He then proceeded and the first question I recall was: ‘Why are you interested in purchasing a laptop?’ my response being, ‘Well, everybody else seems to have got one.’ He then asked me, ‘If you were to have one, what would you use it for?’ There followed a great number of questions about my business, questions that disclosed my computer knowledge and questions that uncovered budget cost expectations and personal use as well. After this in-depth information gathering, which lasted approximately 15–20 minutes or so, he went out to his car and he brought in a laptop computer and he then proceeded to explain what his laptop would do according to what I was looking for. Well, as you can imagine, who got the sale?
Selling really is so simple and so easy if this activity is thoroughly carried out. He had the courtesy and the professionalism to find the solution to my requirement.
In asking the right sort of questions remember the principle of ‘selling to win’ – you can only sell to people and no two people are identical. Remember that the interests of a managing director may be very different from those of a sales director, a personnel manager, a production manager, a housewife or a professional buyer. A managing director in most cases will be primarily interested in his or her company profits. A sales director, on the other hand, will be primarily interested in sales. A professional buyer will want to get the best possible value and delivery time, whereas a personnel manager is primarily concerned with the interests of staff. As there are so many variables, you must prepare your own list of questions according to your industry and, of course, to the people that you will be selling to. So build your own checklist.
If you are going to be a true professional, never attempt to sell without preparing these questions in detail. This, in itself, requires planning and thought. Ask the right sort of questions, ask questions that lead towards your unique selling points, to a positive response. Ask questions that will give you a ‘Yes’ response. Use your questions to discover your prospect’s prime desire. Find out as much information as you can about budgets, how much buyers are expecting to pay, how much money they have. Many salespeople are afraid of talking money until the end of the presentation. Always have a pad of paper to write down the answers and make notes. If you are in a meeting with another professional – a doctor, for example, or a solicitor – wouldn’t you be surprised if they didn’t make notes?
There is a difference between interrogation and asking the right questions: the difference lies in the body language and tone of voice. You’ve heard the saying ‘It’s not what you say but how you say it.’ I cannot teach you the right questions because every company and product is different, but let me give you some ideas. You can preface all of the who, what, why, when, where and how questions with this lead-in:
‘Do you mind me asking...?’
‘May I ask...?’
‘Can I find out...?’
‘To save a lot of time...’ ‘So that I can help you...’
Now some people call this fact finding, I don’t mind what you call it but may I remind you the facts are important, ie the needs, but the wants are more important, and taking notes is very professional.
Here is a list of possible questions:
A list of ‘who’ questions
Who are your major competitors in your specific market-place?’
Who are the prime users of the system?’
Who will require training?’
Who benefits from the data reports produced?’
Who compiles your data at the moment?’
A list of ‘what’ questions
What would happen if...?’
What are you looking for in a software package?’
What access do you require?’
What can we do to make this happen?’
What skills will be required to achieve the result?’
A list of ‘why’ questions
Why do you produce these reports at the moment?’
Why do you need...?’
Why do you think that?’
Why will you need more time?’
Why do you do that?’
A list of ‘when’ questions
When are you looking to implement this system?’
When is a good time to discuss...?’
When will you be getting your new budgets?’
When is a good time to start the programme?’
When will be more convenient?’
A list of ‘where’ questions
Where will the system be located?’
Where does your analysis come from at present?’
Where is the money coming from?’
Where is it going to be best to locate...?’
A list of ‘how’ questions
How important is this project to you?’
How quickly do you require the system?’
How many people will be required?’
How can we progress further with this?’
How do you see our programme fitting in with...?’
A list of ‘which’ questions
Which is more important to you?’
Which colour is going to be most suitable?’
Which one is your favourite?’
Which system do you think is going to be right for you?’
So, liberally use those words – who, what why, when and how. Be conscious of finding and being aware of your customers’ interests.
To sum up this vital section by asking the right questions, the professional salesperson must and should be selling solutions. Ignore this at your cost and remember that to sell the solution, you have to first identify the requirement. I can emphatically state that every sale I have lost or should have won will be down to not gathering sufficient information.
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