Selling is not about telling; it is about asking the right questions, listening to the answers and then Showing well considered suggestions (or recommendations). The questioning process must not become an interrogation or your prospective customer will become defensive. The process must be conversational - relaxed but business-like.
Be sure that your questions are well structured to obtain both the facts and the feelings; start them with words like ‘What, Why, Where, Who, Which, When’ because these words elicit information. They also tend to keep the conversation going.
Watch your customer’s eyes and body language; they will tell you even more about their feelings regarding the points you raise in your questions.
Once you've finished your conversational questioning you'll know more about them and their needs, wants, preferences and prejudices. You are then in a better position to make a suggestion (or recommendation) that will be accepted by them.
(The up-coming post for Monday 29/12 is Is sales a circus? It's a light-hearted look at the three key aspects of a sound sales operation.)
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