This post is influenced by my current education on sales via the Victory Lap sales bootcamp, and Tom Hopkins’ How to Master the Art of Selling (chapter 10).
In sales, questions are key.
Questions help the potential client think about his or her choice. If you simply talk at someone, you can lose engagement.
But what types of questions are optimal?
Open-ended questions. Questions that are beyond yes or no.
This allows the potential client the room to:
-Talk about themselves (which everyone likes to do, and it builds trust)
-Elaborate on their needs, preferences, and values
-Offer you information as to how to tailor the conversation for them
Specifically, if you hear the objection, “I’m already satisfied with my current product,” you can return with, “What features do you like most?”
But why would you ask about how great their *current* product is?
Tom Hopkins responds:
“a) People feel less threatened when you ask what they like, as opposed to asking what they don’t like; b) they’re more likely to tell you what they don’t like if you don’t ask them directly; and (c) you must be very careful about exciting their brand loyalty”
How to Master the Art of Selling, pg. 191
So asking about features they like allows you keep the tone positive and avoid “bashing” their current product (as well as the potential client’s own past choice).
And again, the open-ended question lets you draw out information. Hopkins offers:
“You’re looking for qualities and standards at which your product or service can outperform whatever they have now. If they like speed and your latest model is faster than the old one they own, you’ve found a strong emotional urge toward buying.”
How to Master the Art of Selling, pg. 191
Furthermore (and especially because you’ve just built rapport), you can then tease out any negative qualities of the current product, while keeping the tone positive. For example, “what improvements would make your present software more efficient in your operation?”
So with all this information happily provided by your potential buyer, the lane is open to illuminate the features of your product, which would offer even greater value.
You’ve opened the door to create a win-win trade.
