SKILL
Twelve Strategic Closing Sales Questions HELEN BERMAN
Top salespeople use questions, or probing tech- niques, to move the action of the sale forward. They prepare their questions ahead of time, plan questions that will move the sale to a close, and carefully rehearse how to phrase questions for the right impact. They also wait for the appropriate time to ask specific questions.
Prospects are more likely to answer questions if they understand how they will benefit – and if you ask permission. To put a prospect at ease, I may say, “To determine if and how our company can serve you, may I ask you a few ques- tions? Do you mind if I take notes?” Here are 12 ways questions can help you close a sale.
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1. QUALIFY PROSPECTS Sometimes, salespeople waste valu- able time chasing the wrong company or talking to someone who doesn’t have decision making power. What criteria must a “suspect” meet to qualify as a bona fide prospect for your product or service? Develop a profile of your ideal prospect. Then
ask questions that reveal whether or not your suspect meets its criteria.
2. UNCOVER NEEDS
Determine which benefits, in particu- lar, the prospect will buy. If you are selling copy equipment, for instance, you may know that prospects are impressed by your low initial cost and quality reproductions. You usually spend time explaining these benefits and features. This particular prospect, however, may be more concerned about low maintenance. If you have a standard presentation that mentions low maintenance as your fifth point, you risk losing the prospect’s interest before you get to point number five.
3. HELP YOUR PROSPECT CLARIFY NEEDS Some clients don’t really understand
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