It's not What You Ask - It's How You Ask It!
How effective is your sales approach? The art of question
asking is a key element in your selling success. Is your
approach putting your customers on the defensive?
Here are two examples. First, we'll take a look at the "Wrong
Approach".
As my husband's company was transferring from California to
Florida, we found a new home development which we were anxious
to visit. Upon entering, we were greeted by a sales counselor
whose "approach" left much to be desired.
Within seconds after entering the model home, I was interrupted
by a phone call that I had to take. I exited the model and my
husband was left with the sales counselor - who, as I learned
later - completely overwhelmed him with her rapid line of
questioning. He explained it as the "machine gun"
approach making him feel as though he was being interrogated.
She (the counselor) never introduced herself, asked for my
husband's name, waited for me to return or took the time to
establish any rapport before "opening fire" with her
litany of questions.
Here's a sampling of her questions, delivered in rapid
succession:
Where are you living now?
How long have you been looking?
How many communities have you visited?
When are you looking to move?
Do you own a home now?
Do you need to sell your home?"
Do you have children?
Do your have pets?
By this time I had completed the call and was on my way back
in to the model home only to be greeted by my husband who
was on his way out of the model home, motioning me to
leave a business card as they could "sure use the help".
Needless to say, we never returned to this community which we
were initially so anxious to visit. And, we'll never know
whether or not this new home development would have been exactly
what we were looking for.
Good Approach
Upon entering the model home, the counselor should have first
introduced herself. The "better approach" could then have gone
something like this:
Suzie: "Hello, my name is Suzie. Welcome to XYZ community.
Thanks for stopping in today. Could I get both of your
names?"
"Yes, Teri and Tony."
Suzie: "Is this your first visit to our community, Teri &
Tony."
"Yes it is." (At this point, my phone rang). "Excuse me Suzie,
this is an important call that I have to take, I'll be back
shortly." (At this time Suzie should stop any question asking
and begin developing a rapport with Tony until I return. After I
return, the questioning/qualifying would go something like this):
Suzie: "Are you looking for yourself or someone else?"
"Ourselves."
Suzie: "That's great Teri and Tony, I have a few additional
questions to understand your needs. Then I'll provide you with a
packet of info to help explain our floor plans, options,
etc."
"OK."
Suzie: "In your selection a new home, what's the most
important factor in the decision making process?"
"Location."
Suzie: "Does this location meet both of your needs?"
"Yes."
Suzie: "Aside from location, what else is important to
you?"
"The layout".
Suzie: "When you say layout, could you be more specific?"
"Yes, open concept is very important to us."
Suzie: "Is there anything else?"
"Yes, a large lot."
Suzie: "Do you live in the area now?"
"No."
Suzie: "Where are you currently living?"
"California."
Suzie: "What brings you to Florida?"
"Tony's company."
Suzie: "Oh, that's wonderful, we're glad you're here. How
about time frames, how soon are you looking to move?"
"Provided we find what we're looking for, we're ready to make a
decision now."
Suzie: "Thanks so much Teri and Tony, for helping me help
you. I'd like to make a couple of suggestions. Based on the
information you provided, I'd like to recommend you spend some
time looking at our Sunburst model. It has a great 'open feel'
concept. I feel it would meet all of your needs. And, it comes
in various elevations. Another benefit to the Sunburst is that
we have a model which is just about completed. And, the best
part of all - it's located on a double sized lot. Of course, I
encourage you to look at all of our models and welcome your
feedback as that's important to us. I'll be available to answer
any specific questions you have when you've completed your
tour."
Can you feel the difference in these two approaches? In any
sales and communication setting it's important to help create an
atmosphere of comfort and interest. Please take a moment to
review your everyday approach. It could be costing you
sales.