Intent; what is the prospect’s objective and what is their perception of how to get it done? So often a sales rep does not bother to investigate the inner workings of the prospect’s plan, and in the best of scenarios, ends up overwhelmed by an onslaught of objections. More often they find themselves on the merry go round of call backs and wishy washy answers. What may have prevented one of these frustrating outcomes? What could we have taught of budding sales champions to do?
When you are trying to understand the goals of particular purchase or acquisition, it is wise how your prospect sees it working. Ask them simply how they plan to do what they are trying to do! It seems so basic, but more often than not, a sales rep is afraid to uncover these facts. There is this assumption, that if they do ask the questions that will teach them about the prospects perception, it may turn out there offering is not going to work out. GOOD! It is better to find this out early, instead of starting an opportunity and working through the process of selling something to someone who cannot or will not use it.
So, how do we uncover this information now that we have learned who we are dealing with and what they are trying to do? Here are some example questions to ask:
1. How did you realize you could use (Your offering; in these questions, stick to the general offering, not your company in particular).
2. What do you think buying (your offering) will accomplish?
3. What challenges will buying (your offering) address?
4. If you purchase (your offering), are there any problems you do not see it addressing?
5. What particular company’s (offering) do you think best matches your requirements? Why?
Asking these questions will educate you on what you have to accomplish to obtain a customer. In most cases you will uncover some misconceptions about the industry, your product, and your competitors. This will give you an unbelievable amount of data for building a value proposition that allows your prospect to understand your positioning. It also cleans out the people you have no chance of working with. Again, some of these questions may seem intimidating and direct. I assure you that using them will cost you a bit of your opportunity pipeline, but those are the deals least likely to close, and will end up taking up the most of your time. Build the courage to ask these questions and narrow down the field of the people you are ready to work with.
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