How To Identify Customer Needs
Asking the right questions is one of the vital factors in closing sales and is a key part to any good sales training course.
Salespeople usually focus on securing an order; so closing is their main concern. However, emphasis on the end of the sales process often leads to the preceding steps being neglected or, in some cases, completely overlooked. The fact remains that it is questions which ultimately unlock the sale - so it is vital that they are designed carefully and used in the right sequence.
Successful salespeople possess proficiency of asking open-ended questions. These questions - normally starting with interrogative words such as who, what, why, and so on - equip us with more knowledge than closed questions. Closed questions, inviting a shorter reply such as yes or no can also be used to gain specific yes or no answers. Both types of questions can be used in tandem with each other, to huge effect. The key goal to recognize here is not the volume of data that each variety of questions leads to, but the importance of that knowledge.
One of the greatest sounds that any sales representative can hear is that their prospect has a problems with their current supplier. It may be a difficulty with delivery, payment, service, fee or a host of other factors. This knowledge will be imparted in two ways. Firstly, the facts of the circumstances will be revealed - for example a grievance about recurring delayed delivery. Secondly, the impact on the individual concerned will be divulged. This could be: "It's giving me a real headache." This knowledge is exceptionally valuable as it indicates that the prospect has become emotionally involved.
This opinion should be explored even further, if allowed by the customer. Looking back to the report about late delivery being a headache, a sales representative could then make use of a closed question to add even more weight to the issue. Following on with something like: "So you would like to be free from this complication, then?" makes the prospect ponder what life would be like if the position were resolved. Closed questions like this also furnish the sales representative greater authority over the meeting as they can be used to keep answers brief if so desired.
One of the greatest areas for improvement for new salespeople in use of questions is identifying the correct sequence in which they should be used and is therefore forms a fundamental element of sales training. This is symptomatic of the fact that, instead of listening to the prospect and using the information that they are given, they are often too busy thinking about what they're going to say next. The sequence in which questions should be asked is a simple one, however, and is logical in its format.
Step 1
The initial section for a sales representative to investigate is the prospects current circumstances . power flows from the individual who knows, so they ought to find out as much as possible at this juncture . Who is at present supplying? What merchandise or utility ? What amount are they paying? Who decides on its use and purchase? What is the volume per annum? All these questions build a picture of what is at present happening. They do, nevertheless , also perform another aim . The sales expert should be familiar with the competition inside out, and if told that commodity X is being supplied by supplier Y, should be accomplished to spot potential weaknesses.
Step 2
The next step concentrates on problems, issues or weaknesses of the customers existing circumstances . By getting them to recognize any problems, they will be more disposed toward changing their supplier in order to alleviate the difficulties of the predicament . Instead of selling an appealing , ostentatious concept, we are selling a rescue service. nonetheless , this sounds easier to do than it actually is, for two primary reasons. Firstly, customers are frequently unwilling to admit to problem suppliers because they may have chosen the supplier in the first place. Secondly, if done insensitively, prospects will consider this approach as a shock strategy and discharge it as the difficult sales approach. The explanation lies in two different techniques: looking for areas for enhancement and prefacing.
Instead of asking prospects to identify problems or issues, the sales representative asks them to deliberate over any areas where their current supplier could develop.This face-saving exercise allows the prospect to give vent to their opinion without having to accept that they actually do have some problems, which they themselves may have helped produce in the first place by choosing that supplier.
Each question can be prefaced by a statement that softly introduces the question that follows. Examples include: "It would help if you could give me an indication of your priorities. Tell me..."or "Man y customers tell me that they had the same problem. What if..." etc. Occasionally, with the bombastic type, it may be appropriate to preface each question with a phrase like: "Would you mind if I asked..?" This will appeal to their need for esteem and they are more likely to respond.
Step 3
The last step is to ask them to identify the consequence of having any problems solved. This may be articulated as a safer workplace, higher margins, greater industrial relations, or even a more motivated workforce. Whatever the benefits are, the vital thing is to get the prospect actually talking about them. This will reinforce their own desire to at least endeavour to put right the condition, which will with any luck be achieved by accepting your recommendation.
The last question to ask, therefore, is the pre-closing one: "If we could find a system of slaying those problems, while still maintaining an exceptional service, would you be predisposed "
Implementing these techniques will have a positive effect on sales performance. These skills can be developed by attending a good sales training course.
by: Richard Stone
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