Selling Questions. Timur Aslanov
Selling questions are a salesperson's main weapon. Timur Aslanov talks about what questions to ask a client during the sales process.
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Questions are a salesperson's main weapon. It is through skillful questioning that the best negotiations are conducted and the largest deals are closed.
Let's recall the basic principles of sales technique. What is the biggest mistake an incompetent salesperson makes, besides trying to give a discount right away? The biggest mistake is starting a sale with a presentation of your product without first understanding what the client actually needs. What is their problem? What are they worried about? And how can we help them solve it?
A classic example of such a mistake is when you ask a sales candidate to sell you a pack of cigarettes as a test during an interview, and they immediately begin the conversation by describing the benefits of these cigarettes, without even asking if you smoke.
Only by understanding the client's needs can you offer them your product in a way that will make them naturally interested in purchasing. Only by understanding where their button is can you press it and collect their money. Therefore, any sales process should begin with questions.
By asking questions, you demonstrate that you are interested in the client, interested in their life and their concerns. That you're not just there to sell something, but are building a mutually beneficial partnership. And through such a conversation, trust is built and the natural filters that everyone subconsciously engages when interacting with a salesperson are removed.
What questions should you ask?
Sales techniques tell us that any sales process must begin with establishing rapport, that is, contact and mutual sympathy between the seller and the buyer. Start the conversation with general questions about them and their company (if you're selling in the B2B sector), ask about how things are going in the industry, and how their company is faring against the backdrop of recent economic events:
– How do you assess the current state of the metallurgical industry? They say the Chinese are completely overwhelming everyone with their products.
Sometimes it's useful to touch on their pain points – this will provoke the client into long, drawn-out statements, and that's exactly what we need ☺
– Do you think the ruble will collapse anytime soon? I heard the euro will jump to 80 rubles.
It's not at all certain that you've actually heard this or that it has any bearing on reality. But there are pain points that, when pressed, always evoke a strong emotional reaction in people doing business in Russia. And there are topics that many businessmen are willing to discuss. You can also touch on corruption, bureaucratic obstacles to doing business, imperfect labor laws, etc.
But be careful. Don't overdo it, as all these topics are typically associated with negative experiences, and by focusing too much on them, the client can transfer the negativity to the person who provoked the outburst or simply become ill-tempered. Therefore, there shouldn't be many such questions; your task is to raise the topic, let the client know they see you as a like-minded person, and then smoothly move on to the next stage of the conversation.
And don't even think about touching on political issues in this section, as everyone has different views, and one mistake can be very costly. The phrase "Crimea is ours" has recently caused a lot of people who were previously friends to quarrel, not to mention strangers.
So, no politics—only economics.
Next, we move on to more specific questions about the client and their perceptions of what they need.
A very effective tool in this regard is open-ended questions—questions that can't be answered with a simple "yes" or "no." These questions help us understand how the client thinks and what their worldview is. This allows us to integrate your product into this worldview as seamlessly as possible.
— Please tell us how you imagine your ideal seaside vacation?
— What criteria should a car you'd like to purchase meet?
— What's your top priority when choosing a computer?
— Please tell us what's currently the biggest obstacle to achieving your sales department's goals?
— What, in your opinion, is the reason for the low productivity of your sales managers?
— What tools do you think could improve productivity at your factory?
• Продающие вопросы. Тимур Асланов