Hardwood Floors February/March 2017

BUSINESS BEST PRACTICES

Sales Savvy

By Paul Reilly

of the Best Sales Questions Ever

have a genuine interest in understanding their customers. Top-achievers ask the right questions, which puts the focus on the customer. The right questions give the customer the opportunity to speak, giving top- achievers the opportunity to listen. The right questions also help the customer discover their own needs. Oftentimes, buyers are unaware of their needs. By asking questions, you help the buyer discover their own insights and own ideas. People value their own ideas and insights more than anyone else’s. People are more likely to buy-in to a decision or idea if it’s their own. To help you sell more effectively, ask better questions. Here are seven questions to uncover the customer’s needs.

Imagine walking into an electronics store. Immediately, the salesperson greets you and shows you a brand-new TV. They start telling you everything you never wanted to know about this television. After their pitch, they ask you, “What do you think?” You respond by saying, “Please point me to the computers.” How often do salespeople make this mistake? Salespeople sometimes assume they know what the customer needs. This mindset limits the salesperson. The fix is simple: ask more questions. Reilly Sales Training’s internal research shows the best salespeople have a better understanding of their customers’ needs. Top-achieving salespeople spend 38 percent of their selling time understanding their customers’ needs. They spend more time listening on sales calls than talking. They

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1. WHAT’S IMPORTANT TO YOU WHEN MAKING THIS DECISION?

This question reveals the buyer’s hot-button issues. By answering the question, the buyer is telling you what is important to them. This question also takes the focus off the price and focuses on their objectives. Once you reveal these hot-button issues, incorporate them into your presentation.

2. WHAT DO YOU EXPECT FROM OUR PRODUCTS, OUR COMPANY, AND OUR PEOPLE?

Customer expectations are the true benchmark of satisfaction. Value-added organizations aim to exceed their customers’ expectations, but you cannot exceed expectations until you know what they are. From the very beginning, understand what your customers expect from your solution. The three dimensions of value include the product, company, and people. The customer has different expectations for each dimension. If you understand their broader expectations, you have a better understanding of their needs. Asking this question also enlarges the conversation beyond just price.

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