How can I better control the entire sales process? In sales training, students often ask this question.
In this regard, the answer to most training is that negotiations are sales, and you should introduce your products or services to each other as much as possible. However, Kelley Robertson said, "It is not necessarily good to say more." The marketing and communication experts believe that the better way to control the sales process is to ask more and better questions.
Sales is like driving: the problem is raised by the driver, who controls the direction of the sales process, and the answer to the question is the passenger on board.
Unfortunately, in the opinion of most sales representatives, the problem with responding to customers is sales. They mistakenly believe that this can show their rich professional experience and can prompt potential customers to make decisions. In fact, once frequently asked by the customer, he sat in the driver's seat and took control of the entire sales process.
If your sales representative asks a bad question, he will also lose control of sales. The problem with most sales is this: "We can save you money, are you interested?" "Is this what you want?" "What products/services do you need for your business?" The problem does not help the sales representative get enough information to present an effective solution to the customer.
Only by asking high-quality questions can the potential customers be shown the qualifications and professionalism of the company. For example, if it is a sales representative who sells advertisements, his question needs to focus on the goals and challenges of potential customers, rather than asking the other person: how to have an advertising plan and what the budget is. In this way, sales representatives can gain a deeper understanding of the customer and come up with a more attractive solution.
Here are four areas that should be noted to help sales representatives ask better questions:
1. Determine your key goals.
What information do you need to advance sales or develop a better solution for your customers? The questions asked are subject to change.
2. Think about the customer you will face.
In an organization, the higher the position of a person, the more strategic questions should be asked to them. Therefore, asking questions at the height of the customer and understanding the goals, challenges and obstacles of the other company can bring you valuable information.
3. Ask “what†and ask “what is notâ€.
What is causing this problem? What measures have you taken to achieve your goals? What obstacles have you encountered? What are the results you expect? - Use open-ended questions to find out where customers are, and you can improve your sales process accordingly. And show your partner what your product or service is.
4, the problem is gradual, flexible use of the SPIN-style questioning method.
The so-called SPIN, that is, to explore the situation, to find problems, to lead to potential consequences (Implication), to investigate the value of gains and losses (Need-payoff). Four types of problems, step by step, ask the customer's current and future needs, and guide the customer to think: the problem that your product or service can solve, the value of geometry for yourself.
Later, it should be noted that the sales representative represents another common mistake, which is to give up the initiative from the beginning.
In the early stages of contact with customers, sales representatives usually propose a plan to the other party before they start a question and answer. This is not very clever because the customer will take the initiative in the questioning process.
Therefore, sales training emphasizes that questions should be asked to potential customers first, and then their plans should be adjusted according to the customer's answers to meet the special needs of customers. If you can propose a plan to the potential customer that suits the needs of the other party, it is not difficult to take the order.
"Only talk about it, not sell it." If the sales representative wants to control the entire sales process and influence the results in substance, they must learn to “question†and not just “talkâ€. The whole process of sales training also needs to “askâ€, let the trainees tell you whether you understand, understand, whether there is a problem, whether it will be applied.
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