If the buyer has followed you, start by demonstrating the promised product and only then move on to clarifying questions.
If you have failed to interest the interlocutor in your offer, move on to the questions block. Beginner salespeople are advised to prepare a short questionnaire with questions for themselves. The client should not see this sheet, but in this format it will be easier for you to remember different types of questions to identify the needs of clients and situations in which they can be useful.
Types of questions:
Open questions require a detailed answer: “What kind of kettle do you need?”
Closed questions, which can be physician database answered in one of two ways: “Do you need an electric kettle?”
Alternative questions contain two answer options: “Do you need an electric or a regular kettle?”
Rhetorical ones that help keep the conversation on a friendly note: “Isn’t this teapot beautifully designed?”
Leading, designed to push the client to the correct, from our point of view, answer: “If you need a large kettle, it is better to take a regular one to save electricity, what do you think?”
Next, we will look at situations in which a certain type of question is used:
Question type Situation
Open
A client who is not ready to talk.
The need for the most complete information.
Start of dialogue
Closed
Obtaining clarifying, supplementary information.
Talkative client
Alternative
A call to action is needed to close the sale
Identifying the need
Rhetorical It is necessary to create a lighter atmosphere, to fill the pause in the conversation.
Guiding When you need to push a client to action
Step 3: Listen
When all the questions have been asked, it is necessary to listen to the interlocutor's objections, following two basic rules. First of all, do not try to interrupt the client. In addition, do not be a passive listener, participate in the conversation.
To do this, you should use the active listening technique. Its essence lies in "nodding along" with the interlocutor, repeating his last phrases or the main content of his words. This is the easiest way to demonstrate interest in the opinion of a potential buyer, and therefore, involvement in his problem. However, do not overdo it - any falsehood is immediately noticeable and causes hostility.
How to hear the client
That's it, the work on assessing the client's needs has come to an end, now you need to bring the communication to a logical conclusion.
Step 4. Answer
So, your interlocutor has said everything he wanted to, voiced his problems. At this stage, you must give a reasoned response to all the objections you heard. Do not enter into an argument, rely on the person’s mood, use as arguments the real characteristics of the product, which a specific buyer may consider really important.
In other words, you must work with the information obtained in the previous stages to persuade a person to buy.
Let's imagine that a customer came to the store to buy a large electric kettle. At the same time, he needs such a kettle to save electricity and boil water in a maximum of three minutes. The seller demonstrates a model that meets the stated needs of the customer, but the latter is confused by the high cost of the product.
Then it is necessary to return to the needs, namely the client's desire to reduce electricity consumption. Explain to the interlocutor that in a certain amount of time he will return the cost of the product due to electricity savings. In addition, only this option allows you to boil water so quickly.
Here are some tips on how to structure a conversation:
Listen to your interlocutor – ask clarifying questions, nod, repeat some of his phrases.
Control the conversation. Even when asking open questions, keep the person within the topic of interest to you. If you see that the interlocutor is leading you in another direction, you can politely interrupt him - this way you will return his attention to the product.
Remember your role as a consultant, let the client know that you know everything about your proposal.
Be closer to the client. Use a trusting tone in communication, let the person feel that you understand him and want to solve his problems.
How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
Read more posts on my personal blog:
I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
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