Questions are the Answer
by Andrew Shedden
When you go to see your doctor does he quickly look at you, tell you to be quiet, and say, "Your problem can be solved if you drink three glasses of room temperature castor oil per day for the next three weeks, now please stop wasting my time and do what you're told." Well of course not, this example is absurd. Doctors haven't prescribed castor oil for years. (Just kidding). This would be an example of prescribing without diagnosis and would lead to a greatly shortened medical career. In fact, you could say that it would be verging on malpractice. The sad thing is that many people in sales do this every day.
The old school sales method is based on subterfuge and pressure. The game begins by trying to come up with a vague or hidden reason to meet. "Mr. Smith I have some ideas I'd like to discuss with you. Would tomorrow at four o'clock be good or would Thursday at nine be better?" This approach has been used for the last 30 years and is manipulative, coercive, and very unprofessional. If you are able to sucker your way into Mr. Smith's office, you'll be very lucky indeed.
The next step is the old "rapport building" nonsense that starts when you get into his office for your idea appointment. "Mr. Smith, I see by the collection of shrunken heads on your desk that you don't think much of your employees. I also see that your diploma on the wall says you graduated from grade twelve at Toronto Collegiate. Did you know Joe Smith?"
After listening to Mr. Smith for one or two minutes it's time to start your spiel. This is what you've been waiting for. You talk non-stop for twenty minutes with a crazed look in your eyes as you work yourself into a frenzy. You have gone through 100 Power Point presentation slides in record time. This is the best presentation you have ever done. Then it's time for THE CLOSE. You close Mr. Smith hard, you use the puppy dog close, and the implied consent close, and the over under sideways down close. You are nearly jumping on his desk with your pen in one hand and the sales contract in the other. Then…
Mr. Smith says no.
As you walk out of Mr. Smith's office to your worn out car you wonder why you bother. Sales careers are such a hard racket. The rejection can eat you up. Didn't you do it by the book? Didn't you have the stock answers to all of the objections?
Contrast the above sales call with this one:
You have disqualified the majority of prospects you have phoned and are only setting appointments with those having the need, interest, and money to buy. You haven't conned your way into meeting Mr. Smith and he isn't defensive.
When you get to your appointment you say hi to Mr. Smith and ask permission for you to ask him a series of questions about his current situation.
Since you are going to be listening and writing down all of Mr. Smith's answers there is no pressure during the sales call.
Once Mr. Smith has answered all of your questions you ask permission to talk to him about your product or service. By asking questions and listening you know exactly how to tie your solution to his problem.
Because you have treated Mr. Smith with respect, asked questions first, and then offered your solution the sale sort of closes itself…
Mr. Smith says yes.
You shake hands, leave the meeting, walk to your car and wonder what job could be easier or more satisfying.
Now, a question for you: What method do you think is easier?
