I mentioned in a previous post that I would touch on the sales practice of asking questions in order to secure an order. I understand that every product/service is unique, however, I truly believe every person is similar when it comes to how they want to buy your product or service. If you ask the right questions, you'll discover that your prospect will basically tell you how they want to be sold.
I was once challenged by my former Vice President of Sales, Sean, to spend an entire day cold calling while only asking questions. I pushed back, citing that this approach would seem salesy, flighty and unnatural. Sitting in a training room this idea seemed far fetched and unrealistic. After two weeks of sub-par selling I decided one Monday morning to give it a shot, thinking what's the worst that can happen?
I wrote 4 face to face, cold, one call orders that day. Which is my best day of cold calling in that industry to date. I was shocked and excited. At the end of the day I reflected and thought that it was just a lucky day. The rest of the week I got 2 more orders after reverting back to my old ways.
The following Monday I gave the 'questions only' method another shot. Guess what? Three more cold, one call orders. Did I become a believer in this method? You bet I did. To this day I practice this method and owe it to Sean for the tens of thousands of dollars in extra commission.
Some of the simple leading questions I use are very basic (Mostly geared for Business to Business sales. Please email me for Business to Consumer sales questions.):
-Hey there! How's business?
-Hi! I know you don't know me from a bag of potato chips, but it's hot out, is it alright if I suck up some of this Air Conditioning while I'm here?
-Hey! What do you folks do here?
-Good Morning! How's it going today?
Now, these are very basic opening lines that are questions. The answers will tell you alot about the person you are dealing with. Once I have established whether I wear my professional or funny-professional hat I continue asking only questions:
-Cool. How long have you worked here? (Alt. How long have you been married? etc)
-Wow, long time. Do you like what you do?
-It's funny, as a receptionist, everyone knows you really run the place. Do your bosses treat you well?
-What's your boss like?
-Is he/she pretty hands on or rarely in the office?
-Is this his/her card? (Alt. What is his or her name?)
Wow! Look how much information I've received. I know if the gatekeeper likes their job, has any clout in the company based on how long they've worked there, I know if they have a sense of humour. I also know what the boss is like, his/her name, management style and likely their sense of humour as well. How great!
The rest of the questions peak interest and qualify. These vary from industry to industry. One part of the question should not change. No matter what you're selling, I suggest asking in a way that activates both their personal and professional brains, like this:
-Are you or your company looking for ways to reduce your carbon footprint?
-Are you or your company looking to reduce costs at all?
-Are you or your company concerned with the new H.S.T.?
-Have you or your company ever dealt with a Worker's Compensation claim?
You can alter the questions to suit your industry. The premise is still the same. By phrasing it as YOU or YOUR company, you have 2 chances per question to peak their interest. Once their interest is peaked, they will then begin to ask you questions. Once you have them interested and asking you questions, you're off to the races.
Remember, "In selling as in medicine, prescription before diagnosis is malpractice."
Who's name is at the top of your company's sales leaderboard?
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