Have you ever asked a salesperson a question and instead of getting your answer, you are asked another question? While this may seem frustrating, it is common for an experienced salesperson to use this tactic. Experienced sales people understand the art of questioning and how to take control of a conversation by asking questions. It is the inexperienced salesperson who thinks that by talking or presenting, you'll take control of the conversation.
Many salespeople never learn the power or value of asking questions and this can prevent them from reaching higher sales volumes. The most important thing to establish is a purpose for the conversation. I am surprised by how many salespeople initiate a sales conversation without a plan or objective for the outcome. In this article we explore methods of taking control of a conversation using a few rules to follow as we enter into a conversation.
If conversations were a game and points were awarded toward a victory, the victory would always go to the person who asks the most questions. In sales, we sometimes think we're in control when we're talking or presenting. Too often an inexperienced sales person believes that an aggressive sales pitch and going straight for the presentation will impress the client. This might work well on a used car lot, but it does tremendous damage on the sales front in business to business. The following are a few rules to help you maintain control of a sales conversation.
Rule No. One: Set the stage at the beginning of the call.
If you don't begin your appointments by gathering or verifying your information, the contact may be in the dark about why you are talking to them in the first place. By sharing your objective with the contact, you invite their support and assistance toward your goal. In this way, you are asking the contact to help you achieve the right objective.
This will establish the team effort and your contact will know why you are asking some of the questions you might ask. Here is an example: "Before we review and present the benefits of my service, let's verify that my assessment of your application is accurate, by confirming a few questions."
Rule No. Two: Prepare for the contact and the conversation.
Seasoned salespeople know the questions they will ask, and based on the answers they get they will guide clients through the conversation they desire. They ask open and closed probing questions toward an objective. For some, the skill of asking questions has become an art form. They intuitively know the questions to ask -- to get the information they need -- to move forward in the sales process. For the less experienced, each opportunity in front of a contact is challenging and in these cases, preparation is key. We recommend you walk into each situation with a minimum of three questions.
Rule No. Three: Slow down, savor the opportunity and listen.
Regardless of the situation, take your time. There is nothing worse than to rush a conversation even if you have another appointment later. Always allow for enough time, when you can't either reschedule or push back the next appointment. If you are prepared and confident, you can take time with your questions. Listen intently and use silence when appropriate. A little silence will often prompt the client to offer more information to fill the void of discussion. Remember, the answers will help you develop the next question. If you feel rushed, slow down, act relaxed. It might also be wise to ask for a drink of water.
Steve Martinez is a Sales Management Growth Strategist and Founder of Selling Magic. Ask for a Sales Audit and subscribe to his ezine to Increase sales with the best practices of sales management at Selling Magic
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