In order to be a successful salesperson, you must talk to qualified buyers. Some feel that quantity trumps quality. Talk to enough people about your product or service and you’re going to close a lot of sales. That only works if you first determine whether all that time is spent talking to people who have the need for what you’re selling and the money to buy it. Otherwise, you’re just socializing.
A recent Inc.com article, “15 Perfect Conversation Sales Starters,” suggests 15 questions to use to qualify a buyer’s needs, budget and buying process. The article suggests using them as a sort of interview form, with room to take notes after every question. No doubt, you’ll get some valuable information after the lengthy process, but after taking all that time drilling a prospect, you may find they aren’t what you’re looking for.
Now, you may say, that’s the whole point. You can save some time by doing some research on the Internet. Questions about a prospect’s needs, company background, current situation or obstacles the company is facing may be answered by scouring the company’s web page, annual report or recent news stories. No need to tire out a prospect by asking questions about things you should already know.
Your personal contacts are another source of information. Talking to “insiders” may help you process information you get directly from the prospect and ask better follow-up questions during your conversation. Here are some suggested questions to use to get the conversation started:
- “How would you like your situation enhanced or improved?” You should already know the prospect has a need. The answer to this question will help determine if your product or service is the right fit.
- “What other options are you looking at?” How does the prospect see a competitor solving his problem? If you’re up on your competitors, you should be able to formulate a quick comparison and show how your products or services are the better option.
- “What prompted you to start this project now?” This goes to urgency. What factors are driving the decision to act now, and how does your process meet the prospect’s timetable?
- “How do you handle budget considerations?” Do projects need several levels of approval? Are you talking to the person who can write a check? Spending a lot of time with someone who can’t say “yes” should prompt you to ask who that person is and can you get an appointment.
- “How much support does this have at the executive level?” This is critical. If the top guys aren’t on board, you may just be talking about someone’s wish list and not a potential sale. Better than asking the question, try to sit across the table with an executive-level prospect at the beginning.
- “How will you be evaluating different options?” This clues you into how much time, effort and cost will go into closing this piece of business. If the decision is made locally from a written proposal, that’s great. If you and four others will have to fly across the country to present a two-hour presentation over two days, it may not be worth the effort. The size of the contract and possible follow-on business are determining factors. It’s best to know the process up front.
- “What obstacles may get in the way of this project moving forward?” You may find the company is on the brink of bankruptcy or acquisition. Nothing is a “sure thing,” but knowing what could halt a project helps you determine whether the prospect is worth pursuing.
Do your homework. Researching a prospect is easier with the Internet and social media sites. Talk to your contacts to get information that may not yet be public. Then, go in with a list of targeted questions that helps you get the information you need without tiring out the prospect. Being prepared will show the prospect you’re at the top of your game and value their time and business.
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