Kelley Robertson
There are many factors and variables that affect our sales on any
given day. There is however, one key skill that will increase help
you increase your sales immediately.
Listen to your customer!
That's it! That's all it takes to close more sales. Sounds simple
doesn't it? Unfortunately, the majority of salespeople fail to do
this.
In the countless sales transactions I watch, I notice that most
salespeople don't ask their customers enough questions. Sure, they
generally uncover a few basic needs that the customer has. They know
what they're looking for in a product with regard to features,
specifications, color, and price.
What they don't do is probe to uncover additional information about
the customer. They don't ask them why they want that specific
product, or why they're considering our store. They don't learn
where the customer has been shopping or what they've seen. They
don't ask what they like and/or dislike about the other stores
they've been in to. They don't find out what their hot buttons are
or what makes them tick or what will motivate them to buy. They fail
to gather enough information!
I believe that there are two primary reasons for this. First, we
don't believe that people will give us this information. The fact
is, people will tell you anything you want to know providing they
trust you and as long as you ask the right questions in the
appropriate manner. For example, if a customer tells you that they
are buying a product because they are going on a vacation, do you
ask where they are going? Do you show interest in their holiday or
are you too concerned with closing the sale? Are you more interested
in your personal problems or watching the clock to care? In many
cases, we are so preoccupied with something else that we miss vital
clues customers give us.
An amazing thing occurs if you demonstrate even a tiny bit of
interest in your customer. They'll begin to open up! They'll provide
you with information you may not have learned otherwise. They'll
talk. They'll tell you everything you need to know in order to close
the sale. People love to talk about themselves and they'll start to
feel more comfortable with you as they talk. When people feel more
comfortable they relax. We all know that a prospect who is relaxed
will be more likely to buy than someone who is tense and uptight.
The second reason for not gathering sufficient information is that
we feel it takes too much time. In my training sessions I frequently
hear that this time is better used overcoming objections. My
response is that if we gain more information and fully understand
the customer's motives and needs, we can often overcome objections
before they occur. Use your time more effectively during the sales
process. Instead of spending so much time overcoming objections find
out what your customer's true concerns are beforehand. This will
help you adapt your sales presentation to meet their specific needs,
address their concerns, and move you closer to closing the sale. Ask
yourself, "What information do I still need to help the customer
make the appropriate buying decision?"
We've all heard the expression that information is power. Gain the
extra leverage in the sales process by investing the time gaining
extra information from your customer. Do it consistently and you'll
develop stronger relationships with your customers, which, in turn,
will help you close more sales.
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