Sales Is A Series Of Questions
My broad based definition of sales is: "Sales is a series of questions to get a "yes" answer." Meaning what the customer has to say, the reason that they want to buy, what they want to buy, the emotional reason behind the purchase, if there is one, how much they want to spend and when they want to spend it, is completely their choice.
Let me share with you a bold statement. "In many selling situations, the only time a sale is made, is when what the salesperson likes about a product or service, accidentally matches with what the customer likes about the product or service." Think about it! How many times have you been shopping and all the salesperson does is tell you everything that they like about the product, rather than asking a couple of questions to find out why you may want to buy the product.
I find that many salespeople are very quick demonstrators. A customer walks in the door and says I am looking for a _____, and it is off to the races. This one has this and that, and this and that. This other one has this and that and this and that. Never slowing down to say "What is important to you in selecting a new _____?" or "What special features are important in selecting a new _____?"
Then and only then can you be assured that you are selling based on the reasons that the customer wants to buy. Thus fulfilling the definition of a salesperson and getting a "yes" answer. The questions that you ask and your ability to hear the answers, then basing your demonstration on what and why the customer wants to buy, is the secret to making more sales. If you simply base your presentations on what you think they might want, then you are running a risk in assuming to read their mind. I assure you that the customer will tell you everything you need to know to make the sale, add-on, develop a person to person relationship, and close the sale, if you ask the proper questions.
FINAO -
Brad Huisken is President, IAS Training and has been in sales since 1971. Since that time he has been directly involved in all aspects of Sales and Sales Management. His experience and knowledge have enabled him to author the book I'm a Salesman! Not a Ph.D. In addition he has developed several sales and sales management seminars for his company, IAS Training, and authors a weekly newsletter, "Sales Insight."
