Sales Tip Week: Part Two – I’m Glad You Asked

  •  
  •  
  •  
  •  
  •  

“One great question is better than fifty correct, but out-of-context answers.”

–  Steve Heston, in a fundamental truth of the Heston Group Sales Training System

Legend has it that Henry Ford only offered the Model T in black.  “Would you like it in black?” he supposedly trained his sales team to ask, in order to “make it the customer’s idea.”

Questioning in sales today isn’t trite, and it’s not about manipulating the buyer to a point he or she might not want to arrive.  Questioning today is about wanting to know the answer.

“That’s a really good question, Miss Prospect.  Do you mind telling me why you asked it?”

Questions based on preparation:  “I noticed during my research that you and your team were the first to patent a product in your market.  What was that like?  How does that play out when you’re brining on new customers?  How do your competitors try to offset that advantage?”

Questions based on connecting with their market:  “Why do customers choose your widget over all the other widgets they could buy?”  “If you ever lose a customer, do you have a way of knowing or tracking why they left?”  “What is the one thing about your company that you think makes the biggest difference for your customers?”

Questions based on their place in the buying cycle:  “It sounds like you’re pretty focused on solving this problem – what’s making it a hot priority now?  Is there something unexpected motivating you to consider this purchase now — a customer pushing for it?  A regulation change?  You’ve always bought from ABC Company before, is there a change in that relationship?  We’d love to help you, and if there’s a way to understand what brought you to the conversation today, that might help me help you more efficiently…”

We could do a month-long series on this topic — and maybe we should.  Yesterday we touched on no one caring about us or our story — the quality of our questions is our best bet to have them begin to care about us, our story and the way we can help them with theirs.

 


  •  
  •  
  •  
  •  
  •  

Speak Your Mind

*

This site uses Akismet to reduce spam. Learn how your comment data is processed.