As a sales pro, you may have the best product for your buyer. Not only is it more durable and more economical, it has features no other brand has. That’s the reality. What’s the truth? That your client won’t own it unless he/she believes all those things.
How do we get potential clients to believe what we know is true?
We can tell them. We can overloead them with facts. We can get frustrated as all get out because they won’t admit the truth of our statements. We can do all that and they're still not convinced. Why? Because we’ve told them.
The professional salesperson operates on a different concept, one that’s simple and effective. Here it is:
If I say it, they can doubt me; if they say it, it’s true.
That’s the bedrock concept of professional selling. It’s also the underlying concept for the successful use of leading questions.
Salespeople who are guided by this concept never make their prospects think: “You silver-tongued devil salesperson you, I know why you’re telling me that — to make me buy. Well, I just don’t have any faith in what you’re saying because I know your kind. You’ll say anything to make a sale.”
When you’re standing there pumping out facts to future clients, and you’re telling them how fantastic your product is, and you’re laying it on about features and warranties — have you ever noticed how they’re pulling back? Have you seen their faces harden, their arms cross over their chests, and their eyes start to glaze over? When that happens, you’re sending but they’re not receiving. You’ve mentally and emotionally lost them.
When the professional salesperson speaks, his/her purpose is to encourage the future client to say the things and ask the questions that will advance the sale. Let’s try a few: “You’re interested in quality in the product you’re looking for, aren’t you?”
Now that, of course, is a yes or no question, but it’s not a say-no because people don’t reply, “No, don’t give me quality. I’m looking for something that’s a real piece of junk.”
Here’s another: “A reputation for professionalism is important, isn’t it?” How many clients will disagree with that? “Oh no, we don’t want to do business with professionals. I’d rather buy from someone who doesn’t know what he’s doing.” People aren't going to say that, are they?
That’s why professionals don’t tell people things; they ask questions.
When you’re standing there pumping out facts to future clients, and you’re telling them how fantastic your product is, and you’re laying it on about features and warranties — have you ever noticed how they’re pulling back? Have you seen their faces harden, their arms cross over their chests, and their eyes start to glaze over? When that happens, you’re sending but they’re not receiving. You’ve mentally and emotionally lost them.
When the professional salesperson speaks, his/her purpose is to encourage the future client to say the things and ask the questions that will advance the sale. Let’s try a few: “You’re interested in quality in the product you’re looking for, aren’t you?”
Now that, of course, is a yes or no question, but it’s not a say-no because people don’t reply, “No, don’t give me quality. I’m looking for something that’s a real piece of junk.”
Here’s another: “A reputation for professionalism is important, isn’t it?” How many clients will disagree with that? “Oh no, we don’t want to do business with professionals. I’d rather buy from someone who doesn’t know what he’s doing.” People aren't going to say that, are they?
That’s why professionals don’t tell people things; they ask questions.
- Ask discovery questions that will reveal the benefits they’ll buy so you’ll know what specific products or services to close them on, and how to do it.
- Ask leading questions that will cause them to affirm their belief in what you want them to believe about your offering. If you say it, they ca n doubt you; if they say it, it’s true.
How does someone feel when you ask them a question they don’t know the answer to? How would you feel if someone came into your office for an appointment and said: “We have three types of machines. Our G series has plotting and printing capability. Our E Series is plug-in programmable for over two hundred functions and operations, and our Super-Z Series features microgrid diffraction reduction and accepts snap-on modules for simultaneous QKG input. Which series are you interested in?"
Do you think the future client will say, “Listen, I’m just kind of dumb. Give me whatever you think is best. And here’s my checkbook. Fill one out and I’ll sign it?” Not likely.
The professional salesperson asks questions about what's important to the potential client that include features and benefits of the product. If the client says those features and benefits are important or that they're good, they're believing it and will be more likely to end up believing your product or service is right for them.
Do you think the future client will say, “Listen, I’m just kind of dumb. Give me whatever you think is best. And here’s my checkbook. Fill one out and I’ll sign it?” Not likely.
The professional salesperson asks questions about what's important to the potential client that include features and benefits of the product. If the client says those features and benefits are important or that they're good, they're believing it and will be more likely to end up believing your product or service is right for them.
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