Qualifying vs. Closing the Sale
by: Teri Samuels
The Art of effective question asking (qualifying) determines the effectiveness and the success of the กcloseก.
EXAMPLE: Letกs assume you’re a candy sales rep. You sell both chocolate and nonchocolate candy. Iกm your potential customer. You know nothing about me but you’re trying to sell me chocolate candy. You proceed to tell me how great the candy tastes, how exquisite the texture is, how incredible the quality of the chocolate is, and, by the way, how affordable this candy is because your company is doing a promotion on this outstanding chocolate candy. However, you don’t sell me a single piece of chocolate candy.
WHY?
You assumed I liked chocolate candy and I would buy it based on the information you provided. But the most important thing you forgot to identify or ask me is กdo you like chocolate candy?ก.
The answser is กno, I hate chocolate candy?ก. But since you never took the time to understand me as your potential new customer, you lost todayกs sale and future sales a well.
Better Approach: Iกm still the customer, you’re still the candy sales rep. You’re still promoting chocolate candy. The difference is upon meeting me and establishing a rapport, your first question might be:
กDo you like chocolate candy?ก.
My response กno, I never eat chocolate candyก.
Your response กyou never eat chocolate candy, why?ก.
My response กbecause Iกm allergic to itก.
QUESTION: Do you believe it would make any difference to me, the customer, how the chocolate looks, tastes, is processed, or even how affordable it is? Your answser should be กnoก. However, just because I don’t eat chocolate candy doesn’t mean I don’t know a number of other people who love chocolate candy. Also, you sell hard candy not just chocolate candy, so maybe the next question would be:
กDo you eat any kind of candy?ก.
My response กoccasionallyก.
Your response กwhen you say occasionally, how often is that?ก.
My response ก2 to 3 times per monthก.
Your response กwhen you do eat candy, what type of candy do you eat?ก
My response กhardtype, mint candiesก.
Your response กhave you ever tasted our incredible hard, mint candies?ก.
GET THE PICTURE? กIts all about asking, not selling.ก Once you have identified whatกs important to me, the customer, you have positioned yourself to sell me what I want not what you have.
About The Author
Teri Samuels
Accomplished sales trainer, recruiter, manager, and consultant. Currently coowner of United Sales Training , a company developed out of necessity to help individuals and companies understand the importance of effective selling and communication skills, through the introduction of personalized selling tools focused around the กkeep it simpleก approach. Follow our ‘tried and trueก system and weกll guarantee the results.
unitedsalestraining.com
This article was posted on August 27
by Teri Samuels