Written by Sean McPheat |
If ever there was a key skill that you need to study and improve upon it’s asking the right sales questions.
You need to unearth the pain, the desire and the motivations that will get your prospect to take action.
Now in an ideal world your prospect will answer your questions EXACTLY the way that you want them to so that your product/service benefits match them like fitting a hand into a glove!
But we live in the real world!
Having said that here’s a technique that will enable you to work out what questions to ask so that you get the answers you need!
Write down the top 5 benefits that your product/service has
Then, you need to reverse engineer those benefits. Write down what the prospect would be experiencing now because they are not taking advantage of those benefits because they are not using your product/service.
Let me give you an example:
Let’s say that you sell software that enables you to fax documents from your desktop.
One of the benefits is that it saves you time and money. There’s no standing at a fax machine and because it’s internet based there are no costs to fax each document after the initial purchase of the software.
So that’s the benefit. We now need to reverse engineer that benefit.
Now because the prospect does not use the software at the moment a lot of time must be wasted when people are sending faxes because it takes a couple of minutes for them to go through. Plus, it costs 30p to send a fax from the machine.
So now you can construct some questions around this:
How many faxes does your company send in an average month?
How long does it take to send a fax at the machine?
How much is it currently costing you to send the faxes each month?
So if you get something like 1,000 faxes, 5 minutes per fax and 30p per fax and your software costs £250 then you’ve really got something to work on!
Because after you’ve completed the document to fax all you need to do is enter one screen, put in the number and press send so it takes 1 minute as opposed to 5 – SAVING 4000 minutes per month
Currently it costs your company 1,000 faxes x 30p per fax each month – £300 per month
So in month 1 the payback is actually £50 saving (£300 fax fees – cost of software £250) and then £300 per month savings thereafter and it saves 66 hours worth of time which at £10 per hour equates to £660.
I hope you get the picture?
Construct your questions in this way and it will really help you.
Originally published: 17 July, 2017
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