They key to sales is knowing what the customer needs (REALLY needs) and then supplying the solution to that need. The problem is, in a sales situation, many customers clam up – they aren’t interested in talking to you because they view the conversation as a battle, an “us versus them.”
These evasive customers often create a situation where our instinct as a salesperson is to fill in the blanks with conversation. We believe that by talking with the customer, showing them that we’re “part of the business,” we can “draw them out” and get things rolling. Rarely does this work. The trick?
Short questions.
Asking short questions does two things that turns things to your favor: it shortens your side of the conversation and it creates blank spaces in the conversation. If you are willing to ignore the blank space you’re creating, the other person will then feel obligated to fill it in. If your questions are to the point and pertinent to the industry or business at hand, that blank space will be filled with information about the customer’s business. From there, you draw needs and then offer solutions through narrowing questions and mentions of your offerings as you asking more short questions. Eventually, the customer draws their own conclusions and, well, one plus one equals two.
Of course, this sounds simple, yet it’s anything but. The trick is to become a sort of reporter. You’re ferreting out the story; in this case, trying to find out what the customer needs. Use simple “who, what, why, where, when, and how” questions. These are naturally short, but be wary not to create simple “yes/no” scenarios.
Ask for examples, explanations, details. Let each question follow on the answer given to the last until the answer is self-evident. Your primary goal is to get the customer talking about their business and your only pitfall will be repeating your questions rather than participating in the conversation by narrowing them.
People like to be listened to. They want to be recognized. All of us have a need to feel like we’re important and nothing gives us more fulfillment of that need than does conversation in which we’re doing the talking and someone is asking us about ourselves.
So remember: short questions mean long answers.