Sales Training: Qualifying Pt2 – Getting to know what they want to do

When training a sales person to become a champion, it is imperative that this step be a often addressed and tested focus. We all habitually move away from this part of the process and assume we already know the answers. What happens when these assumptions are made is at some further stage a deal falls through. It is the bane of many a sales rep and causes frustration all the way up the chain.

Once they have started to get to know someone, the purpose of their visit tends to naturally expose itself. Their objective, and it is no secret, is to engage in a relationship that involves selling their offering to the prospect. This is the part of the discovery process that will truly determine if they are working with someone who has the potential of becoming a good customer. I state good, because the belief that any customer is a good customer is a fallacy.

What is critical at this stage is that they develop their prospect into a willing prospect. This willingness should come from an honest and open dialog about the prospect company’s goals, including but not limited to the goals of the prospect and the other people involved with the decision. Willingness should come from a thorough education from both parties FOR both parties. If you are not sure of something, ask! If you meet resistance, ask why! If the prospect does not want to help you learn about what they want to do, chances are they do not really want to buy from you at all.

Here are some engaging questions to ask a prospect when trying to determine what they want to do?
1. How long have you been thinking about something like (what you offer, offering specific not company specific)?
2. What has made it more of a priority?
3. Do you see any other adjustments that may impact utilizing (the concepts behind what you offer)?
4. What are your plans regarding (something relevant to your offering) over the next couple of years?
5. What trends in (something relevant to their industry) may cause you to reevaluate decisions over the next few months.
6. Who decided it was time to look at (an offering like yours)?

These questions cry out an interest in their business goals, not just your goals as a sales person. In sincerely asking them, and paying attention to the responses, you are showing your prospect that you care about their business beyond the initial sale. This should be your concern and if it is not, perhaps you have chosen the wrong profession. Sales representatives in the 2.0 sense should consider themselves trusted advisors. If you can build yourself into the advisory role, you will make a loyal customer base that will either keep on buying, and/or refer others to buy as well.

This logic applies whether you are selling shoes at a mall, software over the phones or multi-million dollar jets to the rich and famous. Here is another set of questions that can help determine what a prospect wants to do.

1. Have you looked at any other solutions besides (what you offer)?
2. What else has impacted this decision to do (what is done with what you offer)?
3. If you could picture the perfect (offering), what would it look like?

These questions will expose the possible challenges you will face when your actual offering is proposed. Without this crucial data it is highly likely that your sale will stall, slip, or get lost.

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