CONVERSATIONAL SELLING

If the key to selling is asking the right questions, and plenty of them, then the key to being a better question-asker is to make it more conversational. Nobody likes to be interrogated. It brings pictures to mind of movies where detectives have hot, blinding lights shining directly in the face of their prisoner as they hammer the prisoner with question after question. The prisoner has a panicked look on their sweat-covered face and a wild look in their eyes. Not a pretty picture and certainly not the way to gather useful information from our prospects. The fact is, if you ask the right questions then SHUT UP and listen, your prospects will tell you everything you need to know in order to help them get involved with your product or service (sell them).

I use, and teach, a very simple method for turning what could easily be seen as an interrogation into a conversation, and it’s by using what I call “softeners.” A softener is a word or phrase that comes before your question, and softens it. I’m just curious, would you like an example? Hey, I just used a softener! In the preceding sentence, “I’m just curious,” softens the question, “Would you like an example?” (No, we didn’t need a softener…I wanted to use one as an example!)

“I’m just curious,” “By the way,” and “Out of curiosity,” are all examples of softeners that I use constantly. These aren’t the only softeners; they’re just the ones I like to use most often. I’m sure you can come up with more!

You’ll also want to be sure you’re prepared to ask questions when you go on a sales call. Once you’re sitting across from your prospect it’s too late to prepare. You’re already “on stage” and need to be completely focused on your interaction. Before you go on a sales call you should stop and ask yourself, “What information do I need to gather today in order to consider this a successful meeting?” “What questions will I need to ask in order to get that information?” Amateurs “wing it” but professionals plan in advance. You should also plan for how you’re going to move the sales process forward, if appropriate, by having a Best Next Action Step in mind. The way you can judge how interested a prospect is in doing business with you is by asking for a BNAS at the end of your meeting. In fact, that’s the best way to shorten your sales cycle…by never leaving a meeting or phone call without arranging the next meeting or phone call (Best Next Action Step) right then and there. If a prospect gives you some of their valuable time, and agrees to give you some more of their valuable time (by agreeing to another meeting or call) they’re letting you know they’re interested in continuing the conversation and possibly doing business.

Keeping it conversational and always getting a Best Next Action Step…two great ways to make selling easier and more profitable.