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One of the vital factors in closing sales, is asking the right questions this is also a key part to any good sales training course.
Whilst they usually focus on securing an order, closing is their main concern for sales people. Emphasis on the end of the sales process, however, often leads to the previous steps being neglected or, in some cases, completely overlooked. The fact remains that it is questions, which ultimately unlock the sale - it is essential therefore, that they are designed carefully and used in the right sequence.
Successful sales people, have ability of asking open-ended questions. Questions which start with interrogative words such as who, what, why, and so on - provide us with the information that is required. Questions, inviting a shorter answer such as yes or no are regarded as closed questions and can only be used to gain specific yes or no answers. Questions of both types can be used to great effect in tandem with each other. Understanding that it is not the volume of information that each type of question leads to, but the quality of that information is the key point.
Hearing that their prospect has a problem with their existing supplier, is one of the greatest sounds that any sales person can hope for. It may be a variety of problems such as late delivery, payment terms, service, price or a host of other factors. This valuable information will be expressed in two ways. Firstly, the specifics of the circumstances will be revealed - for example a grievance about frequent late delivery. Secondly, the impact on the individual concerned will be divulged. This could be: “It's giving me a real headache.” This information is exceptionally valuable as it indicates that the prospect has become emotionally involved.
If allowed by the customer, this judgment should be explored even further. Looking back to the statement about late delivery being 'a headache', a closed question could then used by the sales person to add even more weight to the issue. Something like: “So you would like to be free from this problem, then?” makes the prospect consider what life would be like if the situation were resolved. Greater control over the interview is given to the sales person when closed questions like this are used, as they help to keep answers brief if so desired.
One the greatest areas for new sales people to improve, is in the use of questions and identifying the correct sequence in which they should be used. This skill forms a fundamental element of sales training. The sequence in which questions should be asked is simple and logical in its format.
Step 1
The prospect's current situation is the first area for a sales person to Investigate. The old adage “Authority flows from the one who knows”, suggests finding out as much as possible at this stage. Who is currently supplying? What product or service? What price are they paying? Who decides on its use and purchase? What is the volume per annum? Questions like these build a picture of what is currently happening. They also serve the purpose of keeping the Sales person abreast of the competition. The sales professional should know the competition inside out, and should be able to spot potential weaknesses if told that product X is being supplied by supplier Y.
Step 2
The next stage concentrates on problems, issues or weaknesses highlighted by the customer's present situation. By getting them to recognize any problems, they will be more inclined to change their supplier in order to alleviate the difficulties of the situation. We are selling a rescue service not an attractive, flashy concept. However, this sounds easier to do than it essentially is, for two key reasons. Firstly, customers are often reluctant to admit to having problems with suppliers because they may have chosen the supplier in the first place. Secondly, if done tactlessly, prospects will consider this approach as a scare tactic and dismiss it as the hard sales approach. The answer lies in two different techniques: looking for areas for improvement and prefacing.
The salesperson should be asking them to consider any areas where their present supplier could improve Instead of asking prospects to identify problems or issues. Face-saving exercises like these allow the prospect to give credence to their opinion without admitting that they really do have some problems, which they may have helped create by choosing that supplier in the first place.
A statement that softly introduces the question that follows can preface each question. Examples include: “It would help if you could give me an indication of your priorities. Tell me...”or “Many customers tell me that they experienced the same problem. What if...” etc. Occasionally, with the bombastic type, it may be appropriate to preface each question with a phrase like: “Would you mind if I asked..?” This will appeal to their need for respect and you are more likely to get a response.
Step 3
Asking them to identify the effect of having any problems solved is the final stage. This may be expressed as a safer workplace, higher margins, better industrial relations, or even a more motivated workforce. Whatever the benefits are, the important thing is to get the prospect actually talking about them. This will reinforce their desire to at least try to put right the situation, which will hopefully be achieved by accepting your proposal.
“If we could find a way of killing those problems, while still maintaining an excellent service, would you be interested?” is the pre-closing question and therefore, is the final one to be asked.
Implementation of these techniques will have a positive effect on sales performance. Attending a good sales training course can develop these skills.
