Are You In Control?
If you have ever had the delightful pleasure of spending time with a two year old you will know that they have an insatiable curiosity. It is a wonder to behold. A lot of comedy is created around their incessant questions, in particular asking “Why” about everything. “Daddy, why is the sky blue?” You give your answer and they ask, “Why”. You again give an expansive answer and they ask, “Why”. It is little surprise many an exasperated parent has resorted to “because that’s just the way it is!”
Inside this little scenario lies one of the greatest truths that salespeople can learn from:- “Whoever asks the questions is in control of the conversation”. Sales is not about having the ‘gift of the gab’, on the contrary, it is about the ability to ask intelligent questions and then actively listen.
If your headaches in sales include not getting enough information, customers not opening up/holding back key details, not trusting you, choosing competition over you, then you likely need to work on your ability to ask questions. “Questions hold the answer” is an adage that is often used. The reality is that it is the right questions that hold the answer. I like to use the illustration of driving. If you have ever driven with someone you trust behind the steering wheel you likely would be comfortable falling asleep. Conversely, if you have ever taught someone to drive you know that you would never sleep with a learner behind the wheel. Your customer feels the same. When there is a lot of confidence and trust, customers can ‘sleep’. This often looks like a customer calling and asking “Please send some more of X to this place”. They do not feel the need to check price, availability, timelines because they know you will navigate that for them. When trust is lacking and the customer does not feel you are in control of the ‘car’, they often demonstrate this through ‘project-managing’ their order. Much like you watch a learner driving, double checking everything they do because you want to arrive at the destination safely.
Your ability to ask questions, be present, engaged and listen are essential keys for growing trust. More than that though, you need to establish your competency, and show your willingness and ability to help the customer succeed. This is where your ability to ask questions is so important. There are two levels of questions - expected questions and specialist questions. You need to ask both. Much like going to the doctor, there are a series of questions you expect to be asked. Even if the doctor was so brilliant he could look at you and know what was wrong, you need him to ask. “What brings you here today? When did you first notice the feeling? How painful is it? Is there anything that aggravates it? etc” This is for your peace of mind as much as the doctor's understanding. When the doctor then asks the unexpected question, e.g. “Have you noticed that such and such food tends to aggravate the condition?”, and you find yourself saying, “Oh I didn't notice that / Hadn't thought about that / Wow that is a good question / Is that something I should have been aware of / etc”, the doctor establishes himself as the expert.
Specialist questions lift a rep from being a sales person to being a specialist in the customers mind. This builds trust and allows you to guide the customer to what you know will serve them best and allow them to achieve the outcomes they want. This requires earning the trust of your customers so they will let you steer the relationship towards a successful outcome. Are you building that level of trust and rapport?
