Become a better salesperson by changing the way you ask questions and engage with your prospective clients. Dump the logical and adopt the emotional. It’s a big step away from what most salespeople are doing, but can make a world of difference in your success.
If you have read my blogs posts in the past you may know that as a sales manager & coach I’m a big fan of asking questions and also a big fan of sales guru Jeffrey Gitomer. Jeff recently wrote an excellent article entitled “A New Way to Look at Questions and Engagement: Emotionally” which brilliantly lays out the right way to ask questions. Read it for yourself.
I believe the concept of asking questions that get your prospect to feel positive emotions about your product has particular significance to those that are selling a superior quality but higher cost item. Logic-based questions or “qualifying questions” that center on money (“What’s your budget?”) or manipulative questions that try to uncover pain not only be can be annoying, but can also can erode trust. Instead, ask sincere conversational questions that draw out the prospect’s emotion, and keep their focus away from logic and price. At the end of the day, people purchase because they want to use your product. As Jeffrey Gitomer says in the aforementioned article, what happens AFTER the purchase is the really important thing. People will pay more for a item that will meet their needs if you get them to understand it and appreciate it emotionally.
So, get your prospect to paint their vision of the outcome (or life) after they buy. For example you might ask; “What were you hoping to achieve with this product” or “How do you envision this will add to the productivity of your building or meeting room?” or in the case of the architect that is designing a space for their client ask: “What do you think your client will say when he sees this?”. These questions are positive but evoke feelings and will get your prospect to envision the future where they own and most importantly, enjoy your product. This is a powerful tool.
As a person thinking of making a purchase, wouldn’t you enjoy this no manipulation / no pressure approach? I would. The qualifying questions about price will naturally come up after they decide they want your product and logic will creep back in to their thinking process as to whether they can afford it. Regardless, you will be better able to address budget concerns and your prospect will be engaged emotionally because you got them to visualize ownership.
This simple tactic could transform your sales practice. Try it.