Competitive Excellence - "Superior Sales Results" with Stu Schlackman

Questions That Customers Pay Attention To

You may be asking yourself, “Why didn’t I get the follow-up meeting with that recent prospect”? You asked all the right questions and got the answers you needed to qualify them. You have their budget, their goals and needs, their timing to make the decision, who will decide, and of course you know your competitors that are also in play. AND, you believe you have the perfect solution to meet their needs!

Unfortunately this happens to many sales professionals yet only one will earn the customer’s business. While you may be asking good questions, you may not be asking the right questions. You want to ask the type of questions that make the customer take notice of who you are and what you have to offer. What makes them pay attention to you? What are the questions that get the customer to say “tell me more”?

Customers get bored when you ask the basic surface questions. These are the questions that you need to have answered to better understand the customer’s situation and so that your solution can be positioned to meet the customer’s needs. Customers already know their situation! Customers want to know what makes you different from the pack and how you can help them in a way that provides value that no one else can deliver. And remember, the last thing your prospects want on a first appointment is a presentation! This meeting is not about you and what you offer. It should be all about your customer and how you can help them meet/exceed their needs and achieve their goals and objectives. Customers want the conversation to be all about them. In other words let them talk - you should be listening!

So what are the questions you should ask? Think about it this way - customers engage best when they are asked specific & targeted questions that peak their interest and highlight the consequences of unsolved issues. There are 3 critical types of questions you need to ask to build momentum and insure that you get the next meeting.

1. What are the issues? To build the critical trusting relationship, you need to understand what’s really going on. Ask them, “What issues are you facing that most need to be resolved”? Do not start by asking what type of solution they are looking for or how much they will spend; instead aim to learn where they are experiencing pain? How bad is the pain and how long has it been going on? The best sales people dig deep when it comes to understanding customer issues.

2. What is the cause? Ask them, “How long have you been having this issue? Is it getting better or worse? Do you have any thoughts on why?” These probing questions will demonstrate that you are truly interested in understanding their situation to the fullest extent. In other words you are building credibility with the customer and showing them that you care. This approach takes the conversation to a better level of understanding and often they will even discover something they hadn’t seen before. Helping your customers understand the cause of their issue helps you understand which solutions to offer, when appropriate, and helps them to think through the situation.

3. What is the impact? Impact questions help to create a sense of urgency about the issue. Now that you more fully understand the problem and how it was caused, it’s time to talk about the possible impact on the business. Ask them, “How do you think this issue is having an impact on productivity, customer service, revenues or operating expenses? When you can help them understand the impact, they are one step closer to taking action in your direction.
Good selling is all about going below the surface by asking thoughtful, probing questions that help to uncover the key issues, the root causes, and finally the impact that their most painful issues can have on their business.

Prepare to ask questions that your customers will pay attention to and you will be much closer to building the kind of relationships that will lead to more closed sales.

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