Over the past few weeks I have discussed in several presentations — keynotes and training classes — the importance of re-connecting with customers. I have been witnessing a lot of sales professionals go through what almost seems like the “sales dance.” The “sale dance” is this little routine where the salesperson sits down with their client or prospect and goes through the same line of questioning.
“What’s new?” “How are things” “Anything changed?” “Have you made a decision yet?” “Did you have a chance to look at the proposal?”
With that very un-clever, weak, and unoriginal opening line, the “sales dance” begins. The saleseperson asks a weak question, the client a guarded answer, the sales rep responds with another weak or cheesy line, then a question and on we go until the meeting is over. It is obvious that way to much scripting has been done at sales school.
How about engaging the client or prospect in a conversation that focuses on real information that no one has shared or thought about for a while?
“When was the last time…?” “When you made a decision to buy from us, what did we do, say, or offer that made you say ‘yes’?” “I know you value your relationship with Brand X, what are you getting from that relationship that you value?” “What are you not getting that is important to you?” “Why is that important to you?”
Get out of your routine. Get your clients and your prospects out of theirs. Have real conversations that result in an exchange of real information.
Learn to ask questions of your customers that engage them in thought, that helps you learn, and encourages them to revisit those aspects of your relationship they value.
Your clients are busy. Your prospects are busy. You had better be busy. No one has time to be pitched, sold, or simply chat. When you get in front of people on your sales calls, make them worthwhile — put your learning hat on and get to work!
David, thank you for sharing some thought provoking questions to ask customers. I agree with you that the “sales tactics” we are taught in sales school are not effective. I will take a more creative approach with my clients.
Laurel, thanks for the positive comments and feedback. I have been developing lists for clients that help them with these questions. My guidance to you is to focus on asking questions and engaging in conversations about “stuff” that you have never really learned or understood or talked about before. All those things you assumed you knew about is a great place to start from. Good luck!
Dave, I have seen this affliction infect more salespeople that I can even think of UHG! Just a few well placed, thoughtful questions like yours – they don’t even have to be too complicated can make all the difference and rattle the sales rep out if that sleepy “how’s it going” line of questioning sales mangers cringe at. Excellent post, my friend. Keep up the very good work.