PROSPECT: Where were you born? YOU: In Chicago; what about you? Do you see what has happened?
You answered the question, but immediately took control by asking another question. This allows you to maintain control of the interview. Pre- sumably, the prospect will now answer your question and then you would be ready with another question, and so on. Let’s follow this in an actual sales situation:
YOU: What other cars have you seen? PROSPECT: I’ve been looking at an SL convertible!
YOU: What do you like about the SL? PROSPECT: It’s a pretty hot car. YOU: So you want a hot car? PROSPECT: Yeah! I drive a dog now. YOU: So you want to get out of that and into a performance automobile? What else do you want in a car? PROSPECT: I want it to look nice. YOU: Take a look at this car over here. Doesn’t it look sleek? PROSPECT: Yeah! I like the looks of this one. YOU: Let’s take it for a drive. Do you notice how well laid out the instru- ment panel is?
In this exchange, you have asked questions and made gentle requests such as “Take a look at this car” – maintaining control of the direction of the sales presentation. You’ve also received valuable information on what the prospect wants to buy: a perfor- mance car that looks sleek. He hasn’t said anything about practicality, gas mileage, or the need to stuff a lot of kids in the back seat. Now that you are in control of this
presentation, you can continue to lead the prospect into your sales office so you can get the paperwork completed and the prospect into the car. Let’s look at what you learned by getting and maintaining control of this sales presentation. The prospect wanted a car. You asked him what he wanted. He answered your ques- tions by explaining just what he had
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seen and what he wants to buy. You showed him that specific kind of car. You directed his actions by offering gentle commands. He responded positively to the control you offered. The purchase was made. You and the prospect are now happy. You made another sale and the prospect is driv- ing the car he wanted. Don’t sell what they don’t want to
buy! Too many salespeople are claim- ing that their prospects are merely tire-kickers or just looking – in defense of an inability to determine what the prospect wants to buy. You wouldn’t try to sell them a box of apples if they wanted to buy a refrigerator, would you? It wouldn’t make sense! Yet this is what happens too many times in the field of selling, and it’s not pro- fessional – it’s helter-skelter selling, hoping the law of averages eventually pays off and you find someone who is looking for exactly the item you have already decided you want to sell. Instead, find out from the custom- ers what they want to buy – then help them get it. Professional selling really is not as complicated as some people make it out to be. Just sell customers what they want to buy! And how do
‘‘
You can’t
make a good deal with a bad person. WARREN BUFFETT
you find that out? By asking appro- priate questions that elicit valuable information you need in order to sell to them. Then, when they answer your question, ask another that will give you even more information, etc. Just make sure you ask most of the questions. When they ask, “Are there schools near this home?” reply, “Yes, they are only two blocks away! Do you have school-age children?” Their answer – “No, I just don’t want them trampling all over my flow- ers as they pass by!” – will give you key information. There is great sales value in main- taining control of the presentation by asking the correct questions.
THE SALES QUESTION BOOK
SPEAKING AND SELLING WITH PASSION – JOANNA WEIDENMILLER, CO-FOUNDER & CEO, 1-PAGE
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