subject: Using The Power Of Questions To Boost Sales [print this page] Using The Power Of Questions To Boost Sales
You know how big I am about LISTENING. I call this the investigative phase of the sales cycle. The customer wants to know if you understand their individual needs and desires before they move closer towards the commitment phase. Today we're going to learn "where" these all-important questions can be asked and some examples of how they might sound in those situations.
1. During A Prospecting Call
Let's say that you're making cold calls selling a long distance service.You can quickly find out if you have a qualified prospect by asking thisquestion right after introducing yourself and your firm:"If I can show you how to save 30% on your long distance calls without anyinconvenience to you, would you allow me just fifteen minutes of your timeto show you how?"
2. When They Call You
In this example, let's say that you are a business coach who helpscompanies get to the next level. They received your sales letter orpromotional material and they are calling you for more information. Usethese three steps:
A. Tell them you'll be happy to give them the information they are requesting.
B. Ask them what was it about the material they received that attractedtheir attention.
C. Ask your questions around the explicit needs they reveal to you. For example, they express a need for reducing overhead, improving morale and increasing profits. This could be your question:"If you felt that my firm could help your firm reduce overhead, improvemorale while at the same time, increase profits, can we arrange a time forus to get together to discuss the details?"
3. Transition To Your Demonstration
This is a situation where you're already in the appointment and you'veasked enough questions to determine that they are ideal clients for you.Now you want to know if they are ready to give you their business todaybefore you offer to give your demonstration. (Let's say that you'reselling copying machines.)"Ms. Adams, you told me that you're concerned about efficiency, cost andtechnical support. If, after I give you a demonstration of this equipment,you are convinced that it will increase your efficiency, reduce youroperating costs and, of course, you are satisfied with our technicalsupport program, are you ready to enter into an agreement with my firm today?"
4. The Price Resistance
When someone tells you that they are concerned about shelling out a largesum of money at one time, before you offer terms, ask them this question:"Mr. Hopkins, I agree with you that this does sound like a lot of money toinvest at one time. Let me ask you this, if we can break the total amountinto several payments over the next few months, will that work for you?"
5. When They Give You An Objection
When a potential client gives you an objection, it's important that youisolate the objection first and then you can ask your question. Here's how itmight sound if you're selling houses:"Mr. Parham, You say that this second bedroom is too small. Based oneverything else you've seen so far, is this the only thing you areconcerned about? (He says yes.) If everything else about this home and thislocation meets you approval, can you live with this second bedroom?"
6. Killing Your Competitor
In this example of selling advertising accounts, you want your prospect toswitch their account from your competitor to you:"Mr. Woodard, would you consider giving my firm an opportunity to have someof your business if you were absolutely convinced that we coulddramatically improve sales for your firm and in the process, do it for lessmoney than you're spending now?"Or"Mr. Woodard, what would have to happen for you to switch to us and stay with us for the next 20 years?"
7. Closing On A Request
Suppose you get to the end of your presentation and your prospect makes arequest by asking you if your firm could customize your product or serviceto their needs. You could close on this with this type of approach:"Mr. Rose, I cannot guarantee that my firm could make too many adjustments,but I'll do my best. Let me ask you this, if I can get my boss to go alongwith the changes you want, are we going to get this account?"
8. The Camouflaged Question
Okay, so you're dealing with sophisticated clients and professional buyers.You do not want to ask a simple basic qualifying question because they willrecognize what you're doing and it my offend them.What you can do in this situation is change the question around so that itdoesn't sound like a plant but it accomplishes the same thing. In thisexample, you are selling dry goods to a large department store chain:"Mr. Walker, let me get right to the point; will you give my company anopportunity to do business with your firm if our goods meet your approval?"
9. The Reverse Approach
This is a situation where the prospect is not exactly rejecting your offerbut he or she is not exactly embracing it either. Here is the perfect thing to ask (you're selling computer software) when you get into this dilemma:"Ms. Davis, maybe this software program can help your company, maybe itcan't. You get to decide that. But if you are convinced it can, will youbuy it?"
10. Self Explanatory Questions
A. "Dad, if I promise to be careful and fill the tank, can I use the car
tonight?"
B. "Honey, if I agree to buy the groceries and wash the dishes tonight,
will you cook my favorite steak?"
C. "My Dearest Darling, if you felt that I would be totally loyal to you;
always respect you; care for you and provide for you, will you marry me?
