The Holy Grail – Part II: Questions, Questions, Questions…

Again, this is just cut and pasted from the training document. It is said that asking the right questions is one of the keys to being a success at selling. You will see on reading this post that there are only three closed questions in the whole section. The rest of them can only really be answered by going into some form of detail i.e. not a ‘Yes’ or ‘No’ answer.

I am not saying that these are the ONLY questions that should be asked. We had loads and generally, one question leads to another and only by REALLY listening to your prospect can you know what to ask next.

What is your main objective?
When you understand what the prospect is trying to achieve, you can match our product(s) with their intent.

How do you plan to achieve that goal?
This question will reveal their plans for the organisation/product. DreamStart and it features/benefits may already fit into your prospect’s plan. If so, they will close themselves.

What is the biggest problem you currently face?
If you can help your prospect solve their biggest problem you will be a big hero.

• “Our sales team can’t seem to get through gate-keepers”
• “No-one really knows about us”
• “Our brand isn’t strong enough”
• “We need to announce a new product/branch/board member/manager/brand design.”
  

Where is the prospect currently spending their marketing money and what are its strengths and weaknesses? These following three questions should be used together:

1) What are you doing currently to deal with this – OR – What are you using now?
This question tells you what they’re buying now and from whom and for how much, telling you both the need and the budget.

2) What do you like the most about it?
This question reveals their base buying criteria. Any replacement should be at least equivalent in these areas to be considered by the prospect.

3) What do you like the least about it?
This question tells you where any competitor is vulnerable.

Because you can offer them a product which exceeds everything they like the most as well as being able to fix everything they like the least, the client NOW has justification to CHANGE or incorporate DreamStart into their budgets.

What kind of budget are working within?
If so it should be revealed in this question.

Is there anything I’ve overlooked?
This gives you a chance to tie up any loose ends.

Are there any questions you’d like to ask?
Encourage the client to get all questions answered here and now.

Who else besides yourself, will be involved in the decision making process?
Always make sure you are pitching to the DM. It’s wasted breath if you try and close them if they are not, because whoever you are pitching to won’t sell it to the DM as good as you. By all means keep them in the loop, as they will become an ally, and may even have an influence on the DM.

On a scale of one to ten, how confident do you feel about DreamStart?

What would it take to get up to ten?
This two-part question will reveal what else, if anything you will have to match or provide.
If they say, “8,” then say, “What would it take to get to a 9?”
If they say, “10,” then get out the order form!

They may mention price – don’t defend it – explain the benefits.

They may mention target market – If so, proceed with, “We’ll target whomever you want” etc.

Once you have overcome the 8 or got to the 10, pop out the order form!

Once the order form is signed then ask:

Is there anything else you’d like me to take care of?
This could open up any other training or recruitment work they may need help with.

Generally, no sale is made without any objections and these will be covered next.

Next post – Part III: Objections, Objections, Objections.

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