Hardwood Floors December 2017/January 2018

SALES SAVVY BUSINESS BEST PRACTICES

By Paul Reilly

What Gets in the Way of Selling Value?

Photo by Nik MacMillan

Have you ever done a good job of selling, but the buyer did a lousy job of buying? One of two things happened – you sold the right thing to the wrong person, or you sold the wrong thing to the right person. Either way, the result was no joy. In a recent Reilly Sales Training study, we uncovered some of the greatest challenges facing salespeople when a empting to sell value. “Understanding the buyer’s needs” was toward the top of the list. Salespeople fail to understand the buyer’s needs when they ask the wrong questions. Too o en, salespeople ask self- serving questions. ey ask questions to prompt a particular response. Buyers put their guard up when they feel they are being led in a certain direction. Salespeople ask buyers about their needs the wrong way. Buyers are o en unaware of their needs. e buyer’s problem- solving ability is limited to his or her understanding of your product solutions. Buyers are not product experts; the salesperson is. As a salesperson, your goal is to help buyers discover their needs and potential solutions. is only happens if you ask the right questions the right way.

Here are some tips to help you be er understand your buyer’s needs. Ask the right questions Questions spark conversation. Enlighten and motivate buyers to change. Asking the right questions helps buyers discover their needs. If buyers are unaware of their needs, they’re unwilling to change.

Your goal is to help buyers discover their needs and potential solutions. This only happens if you ask the right questions the right way.

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