It’s often thought that the best salespeople are “talkers.” Sure, good communication skills are important in sales, but listening and persuasive questioning skills will outweigh “good talking” every time.
When you want to persuade another person to undertake a specific action, several methods may be used, all of them based on effective and strategic statements and questions, structured around feedback you have received from a customer. Let’s take a look at each type of approach.
The Direct Statement
Why not just be direct and TELL them what they should do? Most salespeople are sensitive to being branded as “pushy” so this solution is not the preferred one for most. However, a direct statement is certainly acceptable when it’s used for the right reasons. If it is obvious that the product or service you are representing is a great fit for the customer, a salesperson should be direct in connecting the benefits directly to that customer’s needs. Of course, the success of a direct statement is influenced by the level of the relationship with the customer. If there is mutual respect, then this approach is not only appropriate, it is appreciated. If the relationship with the customer is not yet fully developed, then treading lightly in the direct statement is advised.
The Direct Question
The Direct Question is a bit softer form of persuasion than is the Direct Statement. Instead of directly stating to prospects what their best option is, we engage them by asking a short series of “closed” questions (requiring only a yes or no answer) about our product. If we receive “no” responses, we can point out specific features and benefits to address these objections. If a “yes” response is elicited, we can move into more open-ended probing, requiring the customer to provide more information about what they like or don’t like about your product or service solution. This form of persuasion invites feedback from prospects and lets them know you value their opinion. At the same time, the question contains a suggestion on the preferred solution from the salesperson. The template for this method of persuasion is "Have you thought about _____?"
The Indirect Question
This is the most inviting form of persuasion, because it puts the prospect in total control. Remember that prospects buy for only one of two reasons: either they perceive a “want” or a “need.” Either way, they are seeking a solution. If the salesperson understands the customer's need well enough, and has a viable solution that can fill that need, then we can effectively communicate that solution to the customer through questioning rather than “telling”. This level of probing is different from direct questioning because the solution itself is not included in the question.
"If you were going to select a solution today, what would that solution look like?"
"How are you going to solve your application resource issues for this project?"
"What are your top three criteria for selecting a solution?"
Even if the salesperson is confident his product is the perfect solution, indirect questions will put the customer in control of the conversation as well as the final section of the solution. In fact, after listening to the customer's answers, the salesperson actually may come to a different conclusion than the solution he or she initially had suspected, and in fact may need an upgraded product or an expanded service that was not originally targeted!
A good example of this level of questioning is the conversation you may have with your doctor about your symptoms. If you are clear in your statements, and your doctor takes the time to ask the right questions, you are both more comfortable with the diagnosis. A sales professional is no different. Ask your customers about their "pains," understand their needs, make your professional diagnosis, and then provide your prescription as a solution. You will find customers are more willing to accept your recommendations when you take the appropriate time to question, listen, and diagnose first.
"It is better to know some of the questions than all of the answers." —James Thurber