We’re all taught to ask questions in the selling process. This is good advice. Unfortunately,
done wrong, asking questions can push prospects and clients away instead of drawing
them closer.
Here are three common problems many of us run into in the
sales process (along with their solutions) when trying to do the right thing by
asking questions:
1. We ask questions in such a way we assume our prospects know what they want
Most salespeople take whatever their prospects say they want
at face value and begin the process of showing those prospects why their
solution is the best fit. This can be a big mistake.
Often, our prospects don’t have the expertise to clearly see
the link between their desired outcome
and their proposed course of action.
Because of this, they waste large amounts of time and money going down paths
that don’t ultimately lead them to a destination that meets their needs.
Take time to assess
why a prospect thinks he or she wants a given product or service. Discover
their ultimate desired outcome. Get to know their background. You’ll find
often that you can help steer them in a better direction from the outset—something
for which they will be very grateful, helping you achieve the status of trusted
advisor with them.
This results in shorter sales cycles, more repeat
business, and better (even unsolicited) referrals.
2. Our questions begin to sound like an interrogation
Asking the wrong questions, or asking our questions the wrong
way, can make our prospects feel more like they are in an interrogation than
being served by an expert and advocate.
There’s a simple fix for this.
As you listen to prospects, identify the key words in their statements and questions. Then drill down on those key points.
When we ask a question, get an answer, then ask a seemly (to
the prospect) unrelated question, it feels like an interrogation. When we ask a
question, carefully analyze the answer, then ask another question that drills
down on the key point of the prospect’s response, we are seen as savvy advisors who really listen (because we do) and
know what we’re talking about.
Drilling down five, six, or more levels is often required to
get to the core of what is really in the mind of your prospect. Often, you will
both be pleasantly surprised at where your questioning leads you; realizing you’ve
uncovered previously unseen realities
that are beneficial to the prospect.
3. We tend to ask questions that lead people to the conclusion WE want
Many would-be credible advisors can’t seem to leave “salesperson
mode” even though they ask questions. Their questions are not tailored to their
prospects’ comments, but are blatantly scripted attempts to appear to be
assessing needs while aggressively pushing the prospect toward the desired
outcome of the salesperson.
Learn to really
listen, to help people discover the
core desire behind their pursuit, and to find the best solution (for them) to achieving that desire—EVEN IF
THIS MEANS YOU DON’T GET A SALE OUT OF THE DEAL—and you’ll find you’re closing
deals like never before (really, I promise) while spending minimal time with
those who are not on the path to becoming your client. Everyone wins.
It may not seem natural to make these changes, but they are
worth the effort. Why spend one more day being seen as a pesky salesperson when
you can begin the transformation to being a sought-after trusted advisor?
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