This sales training video teaches how the business insights you present are now put into the prospect's or client's world through questions. How do those insights compare to their experience?
- One of the keys to avoiding an interrogation session is understanding that we have to earn the right to ask questions. In my experience, salespeople sometimes feel that the prospect knows that they have to ask a lot of questions, so it's okay to just jump into those pretty quickly. To some extent, yes, people do understand that there will be some questions asked on a sales call. But how likely are they going to be to answer your questions if they don't feel that you're going to bring them value? Think of it this way, if you were to walk into a department store looking for a new suit and you're greeted at the door by someone who says, "Hi, my name's Jeff, what's your height and weight? "What's your favorite color? "How much are you planning on spending at the store today?" et cetera, how likely are you to want to answer their questions or even shop at the store? See, those questions might be appropriate at some point, but not until you're comfortable with the person and the environment, and you're sure that they're not going to try to sell you something that you don't feel that you need or want.
So how do we gain the right to ask questions? Well, now that you know the value providing insight, which are these relevant pieces of information that you're going to provide your prospect that are or should be of interest to them and their business, and this isn't just spouting off facts, but rather building a narrative around three poignant insights that can help shake their status quo, these are now used as the basis for your sales questions. Well, why is that? Well, great use of insights provides us with the right to ask questions.
If we situate ourselves as someone who is bringing value to the business meeting, we can start to ask questions because we have the right. So how do we do it? If I have an insight that in a recent study 89% of your buyers surveyed felt that their interactions with salespeople brought no commercial value, then I can turn that sort of insight into a provocative question. We could very easily just ask a question of how their situation compares with that. For instance, I could say, "Tell me, Mr. Smith, "in your interactions with your prospects, "what have been their reactions to salespeople?" Or I could ask, "How is your experience in comparison "with this nationwide survey?" The key is that I have provided an insight that is of interest to them and specific to their business, so now I have an opportunity to ask questions on a topic of interest.
The likelihood of getting better and more complete answers from a prospect is so much more higher than it would have been otherwise. The key is to use your insight to ask a provocative question around an area that not only interests your buyer, but is a problem area that you can eventually help them solve. Sound easy? Well, it is. The real key is the preparation you did ahead of time to provide meaningful insights. The other benefit to this is the fact that you get to prepare your questions ahead of time, something that isn't easy to do without making it sound like prerehearsed questions that you ask every prospect.
Okay, so your homework. Create three to four questions based around each of your insights. This should give you 10 or so questions to ask that will come across as part of a conversation rather than an interrogation.