Apr 20 2009
The Process - Investigation
The second step in our sales process is the investigation. “Investigation” sounds kind of hardcore……..but calling it “the step where we ask lots and lots of questions of varying types” seemed a bit unwieldy.
Basically, in this step, we’re going to create our “roadmap” to the sale. Good questioning skills are the key to the sales process - not only will you be able to piece together the prospects needs, wants and buying motives, you’ll also be able to demonstrate an empathetic and caring nature……..and as sales legend Zig Ziglar is fond of saying, “Your prospect doesn’t care how much you know until they know how much you care.”
This is why the investigation falls before the demonstration in our process. Picture this scenario: you’ve entered a computer store to buy a new desktop PC. And the salesperson greets you properly……she even uses the either/or questions to determine that you’ve never purchased from XYZ Computers before, and that the computer is for use in your home.
Great so far, right?
Then the next words out of her mouth are, “Terrific……let me show you something over here.”
And she takes you over to the super-mega-high-end unit that just happens to be on sale this week - and it’s a great deal! Tells you all about the fantastic graphics and memory capability for online gaming, the super high speed processor and extra large monitor for downloading and watching movies and TV shows, and the ease of compatibility with accessories and such, because it’s Windows-based.
Sounds great! Except that I was looking for something for my home office - to handle my writing and financial work. I have no interest in gaming or watching movies on my computer. Oh, and I prefer Macs.
Guess what, Ms. Salesperson? I just left your store and bought one at your competitor - because he asked questions to find the right unit for me - saved me a ton of time and money in the process too.
Image from http://www.getoutdoors.com
In our next couple of posts, we’ll take a look at some specific questions and techniques you can put to work in your investigations.
Now go sell something!
