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Next Tip: May 19

 Networking Tip #114
Types of Questions to Close More Sales
The following story is true, however the names are fictitious. It’s the story of happy Harry and sad Sam.

Each of these gentlemen are sales reps, and they are top producers. When I visit them and they ask for advice on certain sales situations, I’m keenly aware that Harry is always relaxed and he craves knowledge. On the other hand, Sam seems stressed and has little patience. I also notice that Harry has more time to learn and his business is growing at a faster rate than Sam’s.

Sam uses a long product oriented "elevator speech" at networking, whereas Harry merely mentions his name, company and how he helps people. Sam’s speech lasts two minutes on average while Harry’s is just over 30 seconds. The speech is only a small part of Sam’s problem - he doesn’t know how to convey value.

Keep in mind that it is not important what business you are in (real estate, insurance, automobiles, event planner, window treatment, carpeting etc.) because the lessons apply equally.

Going back to the storyÂ…further probing revealed the following:
  • Harry moves into his presentation with questions.
  • Sam moves in with his product brochure, features and benefits.

  • Harry listens intently.
  • Sam listens with less intensity.

  • Harry asks Why and How questions.
  • Sam asks to show his latest model and produces another brochure.

  • Harry asks for specifics like "Why are you dealing with your present provider?"
  • Sam usually tells about his high volume and the size of his company.

  • Harry also asks questions like "How did you select your present supplier?"
  • Sam asks if the prospect has any "problems" with their supplier.

  • Harry asks the prospect how he/she plans to move forward with the new project.
  • Sam may jump the gun and tell the prospect how to move forward.
The lesson learned here is that getting the answers to How and Why questions allows the prospect to fully reveal why they invited you in!

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