Ask Questions First

Greetings! 

Went shopping last Thursday afternoon. First stop was my neighborhood Best Buy. Shopping for a PDA-thingie for my son, a high school junior. This one was easy. He told me exactly what he wanted. 

The blue-shirted Bill Gates-looking guy saw me peering into the display case. 

"Can I help you?" 

I know he was expecting the usual, "Just looking," but I said, "I want the ice-colored Handspring Visor Deluxe." 

"Ok," he said. Fetching his keys from one of those retractable chains you clip on your belt, he opened the vault to retrieve the unit. Then he kicked into sales "pitch" mode--the kind you typically hear when you buy an electronic item over $2.99. 

"You do know about our three-year protection program, don't you." 

Yeah. I don't want it. 

"Oh, I believe you do." 

If I were sitting in a chair, I probably would have fallen out of it! This guy, who knew nothing about me, how this PDA was to be used and by whom, was telling me he KNEW what I wanted. For all he knew, I could have owned a service contract company. 

I see this mistake with salespeople all the time. Giving a "pitch," which I define as a product presentation before any questions are asked. 

Let's look at a few fundamental sales and human behavior truths, and what this guy could have done to get better results. 

* Prospects/buyers don't care what salespeople want.

* They are interested in, and buy, results. They resist and object to products and services. 

* The more the prospect/buyer thinks and talks about a perceived or potential need, problem or pain, the more receptive they are to hearing what you have to say, and ultimately, taking action on it. 

* The earlier in a sales conversation, the more skeptical buyer/prospects are about what salespeople say. 

* As the salesperson's perceived credibility and respect goes up in the eyes of the prospect/buyer, the skepticism and defensiveness goes down. 

* Questions are the best way to get them thinking, and to begin building your credibility. 

Let's look at what would have been a better questioning scenario, along with my likely answers. 

Rep: "Who's going to use the Handspring?"

My son. 

Rep: How is he going to use it? 

He's going to use it at school and home to track his schedule and whatever else you use these things for. 

Rep: "So he'll be carrying it around with him?" 

Yeah. 

Rep: "How old is he?" 

16. 

Rep: "Is he pretty responsible about taking care of his stuff?" 

Not bad, but c'mon, he's a teenage boy. 

Rep: "I know what you mean. So there's a possibility it might get roughed up a little?" 

Sure. We've already gone through several pairs of eyeglasses--and he wears contacts. 

Rep: "Ok, well, since an accidental drop is always a possibility, I'd like to suggest something that will ensure you don't lose your whole $249 investment if that happens. We had one dropped here just last week and it messed up the screen. We have something that will replace the entire unit if something like that happened to your son's unit."

FUNDAMENTAL SALES TIP 

Before you talk about your product/service, or any aspect of it, first ask yourself, "Am I sure they would be interested in this?" This ensures you question before presenting.

Oh, by the way, I didn't get the service contract, but on another trip I bought my wife one of these toys too. And one for myself. Now, if I can just figure out why ... (Let me know if you've found any exceptionally useful or cool programs or uses for PDA's, particularly in sales.)

QUOTE OF THE WEEK 

"Life is a great big canvas, and you should throw all the paint on it you can." Danny Kaye 

Go and have your best week ever! 

Art

Reprinted with permission from Art Sobczak's "TelE-Sales Hot Tips of the Week."
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