I feel this is a question that many average performing sales people neglect to ask themselves on a continuing basis. It amazes me how many salespeople believe they know what their prospect is thinking without any real attempt at fact finding or for that matter, any basic questioning!
So with this in mind, let’s start with your purpose as a salesperson – to assist your customers in solving a problem they have. Contrary to what you feel about this statement, there is enough evidence and research now available that suggests customers want to buy products and services, not be sold to. So initially, your prospect will want to know your answers to the following questions -
1. Do you fully understand the problem/s I have?
2. Do you have a solution to these problem/s?
You may laugh at how basic these questions are; however, so many salespeople get this so wrong and make very broad assumptions about prospects. Remember, every prospect will have a different set of needs and requirements. Another bugbear of customers is the complete lack of detailed questioning with a prospect. I recently saw this first hand at a car dealership I visited. It was a Saturday morning and next to me was a family of around 5 in total. The salesperson went up to the prospect and asked what sort of car the family were looking at. The father then proudly announced he was looking at the new estate (Station wagon for those of us in Australia and New Zealand). Then the salesperson went off on a complete tangent about a range of features without asking any questions. This salesperson made an assumption that the prospect was looking for a car for his family when in fact; this guy was a vet and was looking for a sturdier vehicle as he was expanding his services to include some rural areas. At this stage I was totally bemused and enjoyed this immensely. After about 30 minutes or so, the prospect and his family decided to head off with some brochures in tow. This is but a simple example of how to totally get off on the wrong foot. By simply asking what the vehicle would be mainly used for, the salesperson would be able to suit his presentation to suit this particular prospect. Always remember that customers may also get confused so take your time here and really listen to what they say.
Once the salesperson has established the prospect’s problem it’s now important to link these issues to a solution you may be able to offer. Oh, and at this point, if you are able to offer a solution, don’t BS the prospect. Simply apologize for not being able to help them and maybe offer an alternative source where they may be able to help. So, assuming there is an opportunity to assist, here you need to be very thorough with your questioning by asking open questions that elicit open and detailed answers. Typical questions could include -
· Tell me about how we could assist you?
· How has this problem affected you?
· What other issues have you experienced?
These questions are so important as they guide you to understand the problems, focus your mind on what to present on and also entice some emotion from the customer. If you can find that little bit of emotion and really drive home some great questioning then chances are your customers will appreciate the time you’ve taken to understand their needs.
Now, you’ve questioned your prospect to understand the issues, and found an opportunity for your company to assist this person. It’s time to offer a feature / benefit conversation. When you offer a prospect some information please don’t do what a load of average sales people do – waffle endlessly about every feature known to man without any benefit statement. Offer the customer some key features that link to benefits that will fix their issues. Customers may ask for more information at this point; which is a sign that they are interested in what you’ve said and shown so far.
Another important aspect of what a customer will want to know is about you and your company. They maybe interested in the solution you’ve discussed but need to know they are dealing with a persona and company they can trust. This is another opportunity to bring out some case studies or testimonials that back-up what you say. Most customers don’t want to be guinea pigs with a new product or company. If you don’t have client case studies or testimonials then start compiling this today – make it a priority!
So to recap of some important key points -
· Always ask open questions to make sure you understand what the prospect is saying or asking.
· If you believe that you can’t provide a solution to their needs, then move on – it’s best for the customer and you.
· Don’t ramble on about technical terms and features that your prospect hasn’t indicated interest them. If they do so, then go for your life.
· Keep asking questions until you’ve found that spot that will get them passionate about your solution.
· Show the prospect how you’ve been able to assist others, perhaps with similar issues.
Tim Hughes is a sales coach dedicated to helping professional salespeople and the sales industry lift their performance through quality training and coaching. Please visit http://www.growmysales.com.au or email [email protected] for further details.
There are no posts related to What Do Your Customers Want to Hear From You?.
