This past Monday I wrote a post called, "You Don't Understand" that prompted a newsletter subscriber to ask me several questions in an email. Lauren's questions are listed below along with my responses.
"The product I work with made immediate sense to me-and so I am probably particularly frustrated when it doesn't make sense to others. It was so commonsense to me when I learned about it eight years ago that I never understand why people don't get started right away (although there are lots of cases where people make the decision to get started many months or years down the road).
Q: How do I learn how to ask the questions that will help me understand what they understand - and don't understand - about what I am offering?
A: I have a list of high-value questions here; although they are directed to B2B sales, you may be able to adapt them to your situation.
Q: Sometimes, people say it makes sense and then they still don't get started or they back away from earlier interest. How does the salesperson find out what the real concerns or issues are?
A: In your conversations with new prospects ask, "What concerns would have about moving forward with this?" or if you're following up ask, "You expressed interest when we initially spoke and I'm curious to know what's changed?" You can also say, "Some people are hesitant to start this because (fill in the blank). How does that compare to your thoughts?" Also, are you actually asking them to get started (asking for the sale)? If not, you are missing sales opportunities.
Q: How do I, the salesperson, get over my own feeling that everyone should get this product right away and get started? (Even though I've seen people change their impressions over time - and now they love it - I never know what finally clicked for them. Granted, I grew up in open-minded northern California and am building this business in skeptical and slow to grasp new concepts Massachusetts.)
A: Every time you get a new customer ask them, "What prompted you to start now?"
Q: How do I better understand what health concerns they are looking to address, so I can better share the benefits of interest to them?
A: Once again, ask... "What health concerns are you looking to address?" "What prompted you to consider this product?"
As you can see, most of the approach is to ask more questions BEFORE you start talking about your product. Find out what's important to them so you can address it when you discuss your product. Here's a personal example:
I take greens every day. I know there are many benefits of taking greens but I'm not interested in them because I take them for one simple reason: I know it reduces the effects of spring/summer allergies. If you started telling me how greens would improve my digestion, lost weight, etc. you would lose my attention...quickly...because you wouldn't be addressing what's important to me.
Lauren's situation is not uncommon.
Many sales people kn0w they should ask more questions but they are afraid of being perceived as being pushy. However, salespeople who consistently increase their sales know the importance of developing the courage to ask. As Wayne Gretzky once said, "You will miss 100% of the shots you don't take."