The secret of successful selling is to ask the right questions. If we do this properly, we become seen as a problem solver and the dynamic shifts from a buyer/seller relationship into that of two equal partners.We are then not selling…we are helping the customer to buy. In order to sell effectively we need to know what will make the customer buy from us. In order to do this we need to ask them…and listen wholly and exclusively to what they say. A highly effective type of question is known as an ‘open’ question. These are questions often prefaced with the words who, what, when, why, where or how.

These are all words that will encourage the customer to talk about their current situation and needs. If we are listening attentively then we are able to gather lots of information which can then be used to tailor our ultimate presentation, to show the customer how our product or service meets their specific and stated requirements.

Here is a sample list of some of the possible questions we could use:

‘Who’ questions

Who will use the product?

Who will need to be trained to use the product?

Who will be signing off the order?

‘What’ questions

What problem are you looking to solve?

What impact does this problem currently have on your business?

What do you look for when buying new ‘widgets’?

What else…?

‘When’ questions

When are you looking to introduce the new ‘widgets’?

When will you need delivery?

When would be the best time for the training programme to start?

‘Why’ questions

Why do you say that?

Why is that an issue for you?

Why do you need to change the situation right now?

Why do you think that?

‘Where’ questions

Where will the ‘widgets’ make the biggest impact?

Where will you need the delivery to go to?

Where do you get your ‘widgets’ from currently?

‘How’ questions

How can I help you solve that problem?

How quickly will you need the ‘widgets’?

How would that work in practice?

How will this change the way you currently work?

A word of caution though….in order to maintain rapport with the customer it is important that we use open questions naturally and conversationally otherwise it could feel to them that they are being bombarded. Likewise,if we can link our next question to the last customer answer we are more likely to demonstrate that we have actively listened to them, understand them, and ultimately we will be more successful in matching the benefits of our proposal to what the customer is looking for. This linking of questions takes time and constant practice but is superbly effective.

(c) Gary Gorman, 2007

By: Gary Gorman

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Handling customer objections is arguably one of the key sales ingredients for successful selling techniques. It is so important for the sales professional to develop effective closing styles, and to learn how to use them in a very natural and influential way.

There are many objections that a customer can give a sales person. It would be impossible to list them, much less address all of them in one article. However, there are a few which are the most common and can also be the sales killer, if the sales person is not properly prepared for or comfortable with them.

Probably the one that almost all sales people dread the most is: “I’ll think about it.” This is, at first glance, the most difficult to overcome because the customer is really telling you nothing. All they are saying is that they want to “think about” something. The sales person has NO IDEA what it is that the customer wants to “think about.”

Here’s the answer to what they are REALLY saying to you:

When a customer says they want to think about it, what they are really saying is, “we are done here, You have not convinced me of anything.” They are, in a very polite way, telling you to go jump in a lake.

Now that we got THAT cleared up, how do we HANDLE this?

Before we tackle this annoying objection, let’s first take a moment to discuss mechanics for handling ANY objection that may be thrown at you. Keep in mind that it is IMPOSSIBLE to overcome a customer’s objection. Objections place you and your prospect in an adversarial situation, and that is the LAST place you want to be. This is because you can NEVER WIN, if you are in that position. When a customer states an objection, they are telling you that they do not want to make a purchase for whatever reason or reasons, they feel are valid. Trying to convince the customer he is wrong to feel that way, is a crash and burn strategy for the salesperson. Instead, follow theses steps:

1: After your customer expresses their objection WAIT FIVE SECONDS BEFORE RESPONDING. I usually take a deep breath and nod, counting off the five seconds, which makes the customer feel that I’ve truly heard what they said, and can relate to what they are saying.

2: AGREE WITH THEM. This is VITAL! You never have an argument with someone who agrees with you, plus, everyone LIKES someone who is of similar mindset and opinion as they are. A very good responding statement is: “I can fully understand what you’re saying. I can understand why your feel that way. “

3: ISOLATE THE OBJECTION. Simply ask them if that is the only reason why they are not moving ahead with the sale. The reason for this is simple. You don’t want to keep getting peppered with an endless barrage of unexpected objections. Have them “bare their soul” to you, and give them a chance to express their thoughts and feelings. Believe me, everyone LOVES having an audience, and they will think a lot better of you, during and after they’ve spoken.

4: PROPOSE A SOLUTION. After they’ve fully expressed and clarified their objection, it is IMPERATIVE that you turn their objection into a QUESTION. “Thank you, Mr Customer, for sharing your concerns with me. It seems to me that you are very interested in this product, and that you would be interested in moving ahead with this, however, you’re a bit concerned with (state the objection in your words ie: the cost). Is that correct? (Get their agreement) That’s great! So, if I can show you how we can address this concern, to your satisfaction, then there really would be no reason not to move ahead with this, correct?”

5: Get that final commitment. Address the problem and RE-CLOSE BY ASSUMING THE SALE.

To handle that “I want to think about it,” objection, you need to probe just a little more to draw out the REAL reason why they don’t want to close the deal. I’ve found that by asking the question: “Mr Customer, I can understand that you would like some time to think about this. Exactly what is it that you feel you need to talk more about?”

Once the customer gives you their REAL reason, take it from there.

Here’s to your success and I’ll see you at the top.

By: Jerry Robkoff

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