In the sales game, closing the most and the biggest deals is the goal. Success is measured in numbers – the number of orders, the number of pieces and the amount of profits. One way to outsell those around you is simply to ask better questions. Master this mindset and skillset and your numbers will improve!
Everyone in sales is looking for the “perfect question” to ask prospects and customers. Here is the secret that few people are willing to say out loud – there is no perfect question! That said, there definitely is a series of questions that will set you apart from your competition, because they are better questions.
By asking a series of better questions, you reveal your customer’s present situation, where he or she wants to be, the impact of the current situation or problem, the desired solution, the decision will be made, and the potential roadblocks you will need to overcome to earn the sale.
When you ask the right questions to determine these key parts of the sales puzzle, you are then in a position to offer solutions that will resonate, or feel right, to your prospect. When your suggestions "feels right," to your customers or prospects, they're more inclined to place an order with you, even if they cannot put their finger on exactly why. Your product suggestions just makes sense to them. This is because you did the work in your conversation with them to get to the heart of their current situations and goals.
You must pay careful attention to the customer’s responses and be prepared to ask relevant follow-up questions to drill down and uncover their real needs and objectives. He may need to keep it under a budget limit. She may need to 'hit a home run' with the marketing team for an upcoming trade show. They may need to impress their bosses with their creative suggestions and solutions to be considered for pending job advancements. She may need to just pick something so they can get to her child's ball game. Never assume that what they say is the real and only reason that is driving their decision-making processes.
So, what does a series of “better questions” look like?
1. Determine where they are: Are you looking for something for an event, a situation or an occasion or a specific group of people?
2. Determine where they want to be: What would it look like when you get the ideal product? Who would it impress or what would it do for you?
3. What is the impact: What if you do nothing?
4. What do they expect: What does this product need to do? Do you want it to build brand awareness, identify employees for your customers, get someone to call or stop in, visit a website, thank a customer or celebrate something?
5. What is the decision-making process: When do you need these items by and who will make the decision?
6. What are the roadblocks: What will prevent you from going ahead with me or with this order? Do you need samples, is there enough time, is there a budget, is the decision-maker available?
These questions sound simple and straightforward. Amazingly enough, far too many salespeople don't ask such direct questions because they are intimidated by the risk of being told no or by being asked something they cannot answer. They do not recognize the value of getting into the nitty-gritty of the reasons for the inquiry in the first place.
Would you suggest can logoed huggies as a giveaway for a group participating in a fundraising golf tournament for an alcohol treatment center? Obviously not! A realtor looking for an embroidered product might think "his and her" matching robes is a perfect "welcome home" gift, or it could feel way too personal to them. A beautiful throw blanket may be exactly what he wants, or maybe fun BBQ aprons and personalized chef hats.
By asking them about what they expect, you can determine what kinds of products could be the best ones to suggest. By getting deep enough into the conversation with the customer, you can find buried treasure – the hints that will help you suggest the perfect apparel item or the ideal product to meet their underlying needs and/or align flawlessly with their situations.
With practice you can develop the confidence to ask these direct, and sometimes tough, questions. As you master this skill of asking the right questions in conversations with your prospects and customers, you will become an expert at recommending the best products to meet their needs. You will separate yourself from your competition, ultimately increasing your numbers – the numbers of sales, numbers of customers and amount of profits.
Jennifer Cox is president of the National Network of Embroidery Professionals. NNEP members receive personalized marketing consulting designed specifically for their business. To join NNEP today, visit NNEP.net, email Jennifer at hooper@nnep.net, or call 800-866-7396.