Entrepreneurs and executives alike increasingly want to know how
they can sell more, in less time, at a greater profit. With that in
mind, what is the single best thing you can do to immediately improve
revenues, and raise your bottom line? Focus the bulk of your energy
on your greatest revenue generator: sales!
Of course, when it comes to multiplying sales revenues, there are
no magic bullets. After all, if increasing sales were that easy, everyone
would do it – including your competition. But as we began discussing
last month, there are nine "quick fixes" that can do wonders
to help you break loose from all those "good old" sales
techniques that just don’t work anymore, set yourself apart from the
pack, and start you on the road to consistently performing at the
top 20% of the industry.
Quick Fix #4: Turn a self-centered presentation into a two-way
Over 20 years ago, Neil Rackham concluded a 12- year study analyzing
some 35,000 sales calls conducted by 22 companies in 23 countries.
The objective of the study was to determine the precise behaviors
of successful sales people.
What did he find? That mediocre sales people make statements. The
best ask questions.
Yet despite this research, today, the number one weakness among the
overwhelming majority of sales remains their ability to ask questions.
During sales meetings, your golden rule should be to talk no more
than 20% of the time. This means listening for at least 80% of the
How can you accomplish this seemingly straightforward yet elusive
goal? The next time you make a sales call, try one of the following
- Turn all your "feature and benefit statements" into
questions. For example, instead of just telling the prospect that
your product is Web-based, try something like: "I understand
that a Web-based application is important to many companies. Is
that the case with you?" By asking questions rather than making
statements, you will ensure that your next sales meeting is a two-way
dialogue rather than a one-sided – or even self-centered – presentation.
- Create a list in advance of all the questions you would like to
ask. Then, carry that list into the meeting with you, and commit
yourself to asking all the questions before you leave. In addition
to improving your sales skills, having a prepared list of questions
will also demonstrate to the client that you are diligent and well
prepared for the meeting.
- Practice using the word "why." Why is that important
to you? Why do you need a 10% discount? Why do you want free shipping?
Why do you need the quote tomorrow? Asking "why" can help
you get to the true meaning behind what the customer is asking for.
- Plus, aim to ask three questions every time the customer makes
a statement. These could be expanding questions such as "please
tell me more about that," clarifying questions like "why"
or "what do you mean," or closed questions such as "is
that feature mandatory to your requirements?"
Quick Fix #5: Start a conversation, not a sales pitch
Too often, sales professionals set their primary objective as: "I
am trying to sell you something." I know this may sound backwards,
but adopting that mindset is one of the worst – and most common –
mistakes you can make.
Instead, before every sales call, replace that objective with: "I
want to start a conversation." This will help you instantly overcome
two very important call obstacles.
First, it will relax you, and take the pressure off your client,
freeing them to stop looking at you as an adversary and start viewing
you as a trusted advisor.
Second, adopting a conversational frame of mind will encourage you
to ask more questions (see Quick Fix #4 above), and bring you closer
to that 80% listening "golden rule."
Quick Fix #6: The prospect is always right
Nobody likes to be told that they’re wrong – especially someone you
want to buy your product or service.
I cringe when I hear sales people defend their products, services
and prices when a prospect raises an objection. Take it from me, the
prospect won’t change their minds simply because you want them to.
They will only buy from you for their own reasons – not yours.
To discover what their reasons are, you need to support and acknowledge
their objection, rather than becoming defensive. So the next time
a prospective client tells you that "we already use ABC to do
that," instead of telling them why ABC is a bad choice, just
respond by saying: "That’s OK, many of our clients use (that
product). The reason they want to talk to us is to ensure that they’re
always (insert a value statement). When was the last time you reviewed
For more information on handling objections, re-read our article
Is your prospect
hesitating? Are you surprised? available on our Web site.
After the question’s been asked…
Finally, while we’re on the subject of questions and conversations…
have we forgotten the most important part of any conversation – listening
to the other person?
Most people say they are excellent listeners. But when is the last
time you actually felt truly listened to? To hone your all-important
listening skills, try one of the following techniques during your
next sales call or meeting:
- Take notes. This will show your prospect that you’re paying attention,
while also ensuring that you don’t forget any important details.
- Pretend you’re Columbo (without the scruffy trench coat!). Remember
how Detective Columbo would always ask that one last, revealing question
before leaving the room? Take a lesson from his successful track record,
and ask clarifying questions such as "what do you mean by that?"
or "how is that working?" You’ll gain a deeper understanding
of your prospect’s needs, and instantly enhance your credibility.
- Last but definitely not least, don’t interrupt. Resist your urge
to complete your prospect’s sentences, and never, ever – ever – cut
them off mid-sentence. In other words, when it’s their turn to talk,
keep your mouth shut!
Stay tuned for Quick Fixes #7-9 in the final installment of Re-aligning
Your Sales Tactics, in the May edition of our Newsletter!