Learn How To Sell And Ask The Right Questions
How Do I Learn To Sell?
Depending on who you ask you will get various different answers. Some will tell you it takes years to learn, some will recommend a course that will give you a certificate in the matter of weeks. My opinion is that you learn sales from experience of dealing with different customers from various business backgrounds and business sizes.
Let’s dive in and get into more detail.
Different Types Of Questions
Although this may sound strange to some people there are different types of questions to ask at different points of a meeting or conversation. Ask the wrong question at the wrong time and it can instantly put a prospective client off.
Here are a two examples:
Open Ended Questions
Open ended questions have no one specific answer and get the customer to talk about their business, their problems and their wants and needs. Is very important to think carefully about how you word your questions. Here is an example of a good open ended question:
“What do you think will be the biggest challenge you will face this year?”
It’s kind of hard to answer this question bluntly unless the customer or client isn’t particularly committed to the meeting in the first place.
“Is there anything that is stopping you from progressing this year?”
This question can quite simply be answered with ‘Yes’ or ‘No’. These are the sort of questions you don’t want to be asking as it provides you with less information that you can note down and leads to you asking more questions.
Remember you want to find your clients pain points to be able to pitch or provide a solution without it turning into an interview.
Closed Ended Questions
Stating the obvious, closed ended questions are the opposite of open ended questions. These are the type of questions you use for hard fact finding and securing a deal. An example of a closed ended question would be:
“Who have you used in the past for (Your product/service)?”
Here you can find out who their last provider were but also leads to open ended questions to find out more crucial information about what happened and how you can provide a better service and provide a solution.
The Four Steps Of Discovery
Discovery is everything when it comes to sales. Finding out your customers pain points and finding their wants and needs is your ultimate goal. From there you can prepare your pitch and solution to their problem to the point they can resist the sale.
Questions about the customers current situation are meant to be rapport building questions and easy to answer. When you ask these questions first the customer gets into the habit of opening up to you.
Here you need to get the client to discuss the opportunities as well as the challenges ahead. The client may not be sure or know of the challenges ahead or opportunities available so don’t push too hard.
Point Of View
These questions provide an opportunity to demonstrate your credibility. Instead of stating facts you could turn it into a question such as:
“Statistics from your chamber of commerce say that businesses on this row get 25% of their sales through walk in traffic, would you say that is true?”
These are the questions that follow up previous questions that reveal something interesting and you want to know more that situation, for example:
You said you want to double your sales this month and open a new store, is there a reason why this is important to you?
Communicate With LFBB
LFBB is an abbreviation of steps to help you communicate benefits effectively. Each of these steps are important aspects of the conversation from showing that you are actually listening to your customer, to solving an issue featuring a benefit, to providing the full solution as a whole.
L – LINK = Link back to something the customer previously said.
“You mentioned that you would like to be able to increase your sales this month by considering some forms of digital marketing, correct?”
F – Feature = Introduce a helpful feature of your product or service.
“A reason we are so successful with start-ups and small businesses like yourself is that we are able to determine you a suitable budget for you to accomplish what you want to achieve.”
B – Bridge = This is often a phrase that contains the word ‘You’ that pivots the ‘Feature’ to the ‘Benefit’. Here’s an example.
“With our monthly marketing reports and client login you can track your results with our analytics in comparison to your budget”
B – Benefit = Explain how the customer would use or experience the benefit.
“With our client login you can track all marketing efforts and see for yourself how well your marketing investment is really working for you”
6 Points People Buy
Here are 6 of the main points people will buy your product or service. Each of these points if factored into a pitch or a meeting correctly can secure a deal or sale without having to sell too hard.
Desire For Gain
Your prospect is
expecting or hoping for an outcome,
and the feeling of excitement, relief,
Fear Of Loss
The prospect worries
they could lose out on the benefits your product service provides.
Comfort & Convenience
for comfort and convenience words:
relief, easy, relaxed, stress, frustrated.
Pride Of Ownership
from owning something exclusive or
holding a unique advantage.
Security & Protection
Focus the conversation on what the client
wishes to protect and their plans to keep
Help prospects imagine
the positive impact of
4 Ways To Close A Sale
Closing is the last step of any sales process and each business is different. In a retail sense you want a sale on the same day but some industries differ and an instant sale is not always the case.
Here are 4 different closing examples you can use:
Calendar Close = Use a meaningful event on the prospect’s calendar to create urgency.
“With valentines day around the corner and you wanting to increase this months sales we will need to get you booked in with the design team by Monday.”
Alternate Choice Close = Present a choice between two equal options that both move you forward.
“We can start with focusing on driving in-store traffic or focus on brand awareness. Which would you prefer?”
Ask For The Business = Be direct, but
frame the question as open-ended.
“This seems like a great plan to achieve your objectives. How do we get started?”
Assumptive Close = Assume that
the prospect has agreed to buy.
“What day do you want your campaign to launch? We’ll need to nail down that date so we can start planning for it.”