Great sales people are strategic listeners. They work hard to be viewed in a strategic light.
- They ask great in-depth questions about the customer’s problems, and
- They demonstrate knowledge about the customer’s business via the quality (not quantity) of the questions they ask
Great sales people are focused on learning by first asking questions about the customer’s business. This is not about using the same list of questions for every customer. It is about…
- Doing advance research.
- Determining the customer’s most current list of strategic projects.
- Asking clarifying questions about those projects.
Ask enough questions to get strategic knowledge so you can explain how what you sell can help the customer BETTER achieve their Strategic Goals. In short, your motive is to help improve the customer’s understanding and effectiveness by explaining their problems and needs to you.
By asking clarifying questions, you help the buyer perceive you as having a level of respect and understanding that is, unfortunately, all too rare in sales professionals today.
Sales Thought: By NOT talking about the product you sell, you will create an interested buyer.