Some years ago, in 1999, I was reading a novel called Fight Club when I came across this interesting line. I remember it went like this: “When people think you’re dying, they really, really listen to you, instead of just waiting for their turn to speak.”
It struck me as an interesting concept, especially when applied to sales. Is this the reason why some salespeople are having such a hard time? Because all they do is talk and talk and talk and, without knowing it, refuse to listen to what their clients have to say? Should sales reps be asking intelligent questions rather than knowing all the answers?
In this lesson, we’ll discuss the secret art of asking questions as a way to build customer trust. But the real good news is no one needs to be dying for you to be able to do it.
1. The Internet is a friend
As a modern day sales person, here’s one thing you should know: the Internet has changed the landscape with which sales representatives do business.
Back then sales reps spent a considerable amount of time asking questions about basic client information during a sales call. It makes sense. You can’t expect to establish a solid relationship without understanding the customer’s business context and a few basic details about them, and this is where the Internet comes in. Nowadays salespeople could use the Internet to find or gather basic information about their customers. At the same time customers expect salespeople to add more value to their services, too, and you simply can’t do that if you’re off gathering “basic background information” all the time.
Sales calls are always under a time limit. Don’t squander your “time budget” with the customer when the Internet is there to help you with data gathering.
2. Put weight into your questions
According to the books, there are different types of questions available at the sales rep disposal, each type being designed to elicit a different response and have a different effect on the customer. It all sounds too scientific, and it is.
Knowing the various theories and reasoning behind different types of questions is useful. But take note this is only one part of the story. When it comes down to the actual job, no amount of textbook knowledge could replace the value of asking good questions, questions with substance. This is what separates top performers from average salespeople. Top salesmen and women “know what they are talking about”.
The trick is to emphasize what they call “business substance” in your questions. If a question doesn’t contribute to your goals as a salesperson, don’t speak it. Ask questions that push your business relations forward. Otherwise you’re simply doing a good job of asking questions about the wrong things.
3. The one-size-fits-all misconception
Here’s another thing that defines a seasoned sales rep from an amateur one – the senior sales rep doesn’t see people as generic customers.
There’s no such thing as a “generic customer.” Everyone is different. People are born unique. Simply put, you won’t get anywhere if you’re planning to ask the same questions over and over again without paying attention first to your clients’ needs.
The probing model and the different types of questions is nothing more than a guide for college students. In the real world, they serve very little purpose except to remind you how vastly different the playing field becomes once you’re wearing the tie and shoes of a professional salesperson.
The secret is to identify the needs of your client, and then ask questions that target those needs and push your business relations to new grounds. I know this is a lesson about asking questions, but a good salesperson listens first and asks questions later.
It’s a tough time for companies trying to find something to hold on to in today’s market, and the same is true for sale representatives. The challenge is to stay strong and adamant during these hard times, and mastering the art of asking significant questions goes a long way into helping the company and its group of salespeople overcome that challenge.
Some folks are born to do it. Some people have to work before they become proficient at asking good questions. It doesn’t matter. What matters is you have the heart to learn how to do it, and do it like a pro to cope with today’s sales environment.
Post a comment and tell me your insights about how important to learn the art of asking good questions.
Let’s talk about motivations. As I mentioned in an earlier post, everyone has different motivations. Some are motivated by money, some are motivated by success, some are motivated by personal satisfaction, etc. You can’t trust Mary to have the same motivations you did when you were in her shoes, as a salesperson.
