To sell, you must find out what the customer wants to hear … To do this, ask him the right question. What is it? What can it save us? When to ask it?
Pascal wrote: “It is better persuaded by reasons we have found ourselves than by those that came from the minds of others.” In trade, in fact, only the client knows the right reasons it will buy the product or service we want to sell. The role of business is to discover them.
Many selling methods emphasize the discovery phase. This step is crucial for its proposal to build an argument and focused. Knowing the business, the company, its people, its products, its budget all this information is necessary. For this, the business must question his client.
Now, this step “rational” is not enough to win the support of the customer. In the fact sheet “Emotional Intelligence in the sale” , I told you about this study in the industrial field. She says that purchasing decisions are made at 71% on subjective criteria (emotional) and 29% only on objective criteria (rational). It is therefore important, beyond the facts, to understand what the motivations of our client are. The only one who has the answer to our sales target is our partner. Indeed, only the client knows the real reason for its purchase and knows what he wants to hear. So why not ask? And as soon as possible…
While some business do not ask him and wipe, so many failures … the other facing the nth appointment. This is indeed the case that the seller after a multitude of maintenance unsuccessful, run out of argument, not knowing what to do, is finally going to rely on his client. And there is the spark, the client gives it instructions!
Maieutics, dear Socrates, is the source of that spark. Socrates claimed, wherever we would listen, he knew nothing. He had the art to deliver the spirits to discover to his interlocutors the truths they were in them. The strength of his method was to behave in a humble, modest and tolerant … and to ask or good (s) question (s).
Ask the right question that sells, it means do all kinds of questions that will allow our client to give his solution, it is necessarily the best. Here are some examples:
“How do you do to work with you? ”
“How do I do to make you want? ”
“What should I do, say, proposes to achieve my goal? ”
“How do I take with you? ”
“What are the conditions that I must respect that you might want to buy? ”
“What would you think that I leave with a purchase order? ”
These questions will give us the specifications of the customer. Now, how about the value of these open questions without mentioning the virtues of listening? It is useless to ask if it is not very attentive to the answers. The order of the specifications is very important because it is descending. It should take the client’s responses in chronological order, because it is his brain that was classified. The customer will be more receptive.
Example: If the customer replies, “Good prices, short delivery times and that you respect them but most important is the quality of your products … “. Most important to the client, contrary to what he expresses with the words, it is not the quality of your products but your price! In the first idea, response, client’s response that is most emotionally charged.
Finally, if you the customer reply, “you are the seller …” do not fall into the trap. Remember to tell your client that it is the only one to know the precise answer. Think of Socrates!