Do your ever get the feeling that you (or your salespeople) miss sales because they aren't getting close enough to prospective customers to really understand them and their concerns.
If so, a Concerns Menu may help. What's a Concerns Menu? It's a little like a 'bill of fare' on which is listed a number (no more than six) of issues that have been of concern to previous customers where you have been able to help.
The idea is to list these issues in bullet point format - keeping each point as succinct as possible. I encourage my clients to use no more that three words per bullet point and to put them on their business letterhead.
Using the Concerns Menu is a fairly simple matter. At an appropriate time in the sales conversation ask your prospective customer 'Do you mind if I show you something? It's a list of some of the major issues that some of our existing customers have had - and that we have been able to help them with. There may be something there that may help you'. Assuming that they agree to look at the list show it to them and talk them through each of the issues - keeping it short and simple.
If you are alert to their body language you will see what points 'hit home'.
Having gone through the list ask the question 'Is there any thing on this list that concerns you?'
Assuming that you have identified at least one concern you are now in a position to tease it out further.
(I am an advocate of the EASE sales format. The Concerns Menu concept fits well in the second step of EASE, that is the Ask.)
(The up-coming post for Monday 30/3 is Do a SWOT. It's a reminder of the value of a SWOT analysis in sales.)
Showing posts with label EASE sales format. Show all posts
Showing posts with label EASE sales format. Show all posts
Friday, March 27, 2015
Wednesday, January 14, 2015
Closing the sale
Sam was a wise and experienced salesperson who was often asked the question “What is the best way to close a sale?” Sam’s answer to this question was always “The best way to close a sale is to ‘open’ it properly first”.
This answer always led to a request for more information to which Sam would respond
“The main reason that salespeople have trouble closing is that they don’t lead up to it properly. Closing is simply the natural conclusion to a sales discussion - provided the discussion was opened properly and handled properly to its conclusion.
The best salespeople, when in a sales discussion, put themselves in a position where they can show their customer a relevant and acceptable product (or service). This may take a little extra time; however, it’s the secret to successful closing.
Here’s a four-step process that you may like to use to help you get your opening right and make closing easier. The first two steps, where the sale is opened, are called Engage and Ask; the final two steps are called Show and Encourage commitment. Let’s look at each step.
Step 1 - Engage
The purpose of this step is to create the opportunity for relaxed and clear communication. In some situations it may be helpful use a little small talk (mentioning referrer, mutual friend or mutual interest if you can) to help establish rapport.
It will be helpful to (i) establish the credibility of yourself and your company and (ii) maybe explain your agenda for the discussion and the amount of time the discussion is likely to take.
(From time to time you may feel a bit pressured yourself so make sure that you relax also.)
Step 2 – Ask
This step is critical. You must use it to ‘tune in’ to the customer’s needs and wants so that you can later show them a relevant and acceptable product.
Take the opportunity to discover more about your customer by asking them some well-planned questions. Let them tell you where they’re ‘coming from’ so you can identify the features of your product that will provide the most benefits to them. Use a ‘conversational questioning’ technique to keep the discussion going so you can learn about their current position/usage, their experiences (good and bad) with similar products and suppliers, what they want, what they don’t want, any ideas they have and so on.
If you haven’t done so already take the opportunity to qualify them as to budget, timeframe and to confirm the ‘decision-maker’.
During this step avoid using Yes/No questions; instead use Information-seeking questions. These are questions that start with the words what, when, where, who, how or why. Watch the customer’s eyes and body language; listen to the tone of their voice so you can tune in to their feelings as well as the facts.
Be sure to take the necessary time to plan and rehearse the key questions in this step.
Step 3 – Show
This is the presentation (or demonstration) step where you show your customer how your product can help them.
This can only be done if you have done a sound job of understanding your customer’s needs, wants, preferences and prejudices via the Ask step.
Go through your Show enthusiastically; tie your product’s features and benefits to the customer’s identified needs and wants.
Again, watch your customer’s eyes and body language; this time for ‘buying signals’. Be sure to use Trial Closes to confirm that you are on the right track.
Step 4 – Encourage commitment
The purpose of this step is to secure the order - it will be easier for both you and your customer if you have done your job properly.
To make your Final Close, use an alternative. However, to avoid procrastination, only ever give your customer a choice between two. A Final Close can be made by offering a choice of product, colour, payment options, delivery/start times, ‘lease or buy’, cash or credit etc.
Try to build your close around a small decision that your customer will need to make anyhow. ‘Would delivery this week suit you or would next week suit you better?’ is an example of a good closing question.
It’s now time to ‘shut up’ and listen to the answer. Remember that it’s still possible to talk yourself out of the sale by talking too much after the end of this step. You should be able to simply start the paperwork.”
(The up-coming post for Friday 16/1 is It's about contribution to profit. It's a short reminder of the importance of looking past sales turnover figures towards 'contribution to profit'.
This answer always led to a request for more information to which Sam would respond
“The main reason that salespeople have trouble closing is that they don’t lead up to it properly. Closing is simply the natural conclusion to a sales discussion - provided the discussion was opened properly and handled properly to its conclusion.
The best salespeople, when in a sales discussion, put themselves in a position where they can show their customer a relevant and acceptable product (or service). This may take a little extra time; however, it’s the secret to successful closing.
Here’s a four-step process that you may like to use to help you get your opening right and make closing easier. The first two steps, where the sale is opened, are called Engage and Ask; the final two steps are called Show and Encourage commitment. Let’s look at each step.
Step 1 - Engage
The purpose of this step is to create the opportunity for relaxed and clear communication. In some situations it may be helpful use a little small talk (mentioning referrer, mutual friend or mutual interest if you can) to help establish rapport.
It will be helpful to (i) establish the credibility of yourself and your company and (ii) maybe explain your agenda for the discussion and the amount of time the discussion is likely to take.
(From time to time you may feel a bit pressured yourself so make sure that you relax also.)
Step 2 – Ask
This step is critical. You must use it to ‘tune in’ to the customer’s needs and wants so that you can later show them a relevant and acceptable product.
Take the opportunity to discover more about your customer by asking them some well-planned questions. Let them tell you where they’re ‘coming from’ so you can identify the features of your product that will provide the most benefits to them. Use a ‘conversational questioning’ technique to keep the discussion going so you can learn about their current position/usage, their experiences (good and bad) with similar products and suppliers, what they want, what they don’t want, any ideas they have and so on.
If you haven’t done so already take the opportunity to qualify them as to budget, timeframe and to confirm the ‘decision-maker’.
During this step avoid using Yes/No questions; instead use Information-seeking questions. These are questions that start with the words what, when, where, who, how or why. Watch the customer’s eyes and body language; listen to the tone of their voice so you can tune in to their feelings as well as the facts.
Be sure to take the necessary time to plan and rehearse the key questions in this step.
Step 3 – Show
This is the presentation (or demonstration) step where you show your customer how your product can help them.
This can only be done if you have done a sound job of understanding your customer’s needs, wants, preferences and prejudices via the Ask step.
Go through your Show enthusiastically; tie your product’s features and benefits to the customer’s identified needs and wants.
Again, watch your customer’s eyes and body language; this time for ‘buying signals’. Be sure to use Trial Closes to confirm that you are on the right track.
Step 4 – Encourage commitment
The purpose of this step is to secure the order - it will be easier for both you and your customer if you have done your job properly.
To make your Final Close, use an alternative. However, to avoid procrastination, only ever give your customer a choice between two. A Final Close can be made by offering a choice of product, colour, payment options, delivery/start times, ‘lease or buy’, cash or credit etc.
Try to build your close around a small decision that your customer will need to make anyhow. ‘Would delivery this week suit you or would next week suit you better?’ is an example of a good closing question.
It’s now time to ‘shut up’ and listen to the answer. Remember that it’s still possible to talk yourself out of the sale by talking too much after the end of this step. You should be able to simply start the paperwork.”
(The up-coming post for Friday 16/1 is It's about contribution to profit. It's a short reminder of the importance of looking past sales turnover figures towards 'contribution to profit'.
Monday, January 5, 2015
The 'un-asked' question
Regardless of your product or service, every prospective customer you meet for the first time has a question in mind at the initial meeting. The question is “Why should I even consider talking to this person – let alone buy anything from them?’ Even though this question is rarely asked it needs to be answered.
This means that you need to, as soon as you can, satisfy your prospective customer that you are a person worth talking to who represents a business worth knowing about.
Do this by, as part of the Engage step of the EASE sales format, taking the opportunity to sell yourself and your ‘brand’ (in this context your brand is the business you represent).
(The up-coming post for Wednesday 7/1 is Creating good word-of-mouth. It's about one way to set about getting customers saying positive things about you and your business.)
This means that you need to, as soon as you can, satisfy your prospective customer that you are a person worth talking to who represents a business worth knowing about.
Do this by, as part of the Engage step of the EASE sales format, taking the opportunity to sell yourself and your ‘brand’ (in this context your brand is the business you represent).
(The up-coming post for Wednesday 7/1 is Creating good word-of-mouth. It's about one way to set about getting customers saying positive things about you and your business.)
Wednesday, December 31, 2014
About Trial Closing
Regardless of your product or service Trial Closing is a very sound technique that, once mastered, can lead to more sales being made. This is especially so for users of the four-step EASE sales format.
The technique involves using questions during the Show step of the sequence to progressively test acceptance of the product/service you are ‘showing’.
Questions like ‘Can you see how this would work?’, ‘Is this what you meant when you talked about .....?’ and ‘How does it look so far?’ are examples of good Trial Closing questions. This is because a positive response from your customer tells you that you are on the way to a sale; a negative response gives you the opportunity to identify a sticking point (or Objection) and deal with it without blowing the sales opportunity.
By obtaining positive responses to Trial Closes during the sales discussion you can proceed to the Encourage commitment step and make your final Close with a great deal of confidence.
(The up-coming post for Friday 2/1 is What do your customers think? It's about the value of doing an annual Customer Satisfaction survey.)
The technique involves using questions during the Show step of the sequence to progressively test acceptance of the product/service you are ‘showing’.
Questions like ‘Can you see how this would work?’, ‘Is this what you meant when you talked about .....?’ and ‘How does it look so far?’ are examples of good Trial Closing questions. This is because a positive response from your customer tells you that you are on the way to a sale; a negative response gives you the opportunity to identify a sticking point (or Objection) and deal with it without blowing the sales opportunity.
By obtaining positive responses to Trial Closes during the sales discussion you can proceed to the Encourage commitment step and make your final Close with a great deal of confidence.
(The up-coming post for Friday 2/1 is What do your customers think? It's about the value of doing an annual Customer Satisfaction survey.)
Friday, December 26, 2014
Questions and answers
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.)
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.)
Monday, December 22, 2014
Use your Positive Points of Difference
In what ways do you differ from (or are you better than) your competitors?
One of the questions your prospective customers will have in mind is ‘Why should I deal with this person/ business and not one of the others I can choose from?’ While your customers may not ask you this question directly they will ask themselves. Because of this you must have an absolutely clear understanding of the answer.
This means identifying your positive Points of Difference and using them as selling points in your sales process; ideally as part of the initial Engage step (if you use the EASE four-step sales format).
A word of warning – never criticise your competitors; don’t even refer to them by name. Simply identify and present your own positive points.
(The up-coming post for Wednesday 24/12 is Five mistakes to avoid in selling. It's about five of the traps that self-focused salespeople fall for that lose them sales.)
One of the questions your prospective customers will have in mind is ‘Why should I deal with this person/ business and not one of the others I can choose from?’ While your customers may not ask you this question directly they will ask themselves. Because of this you must have an absolutely clear understanding of the answer.
This means identifying your positive Points of Difference and using them as selling points in your sales process; ideally as part of the initial Engage step (if you use the EASE four-step sales format).
A word of warning – never criticise your competitors; don’t even refer to them by name. Simply identify and present your own positive points.
(The up-coming post for Wednesday 24/12 is Five mistakes to avoid in selling. It's about five of the traps that self-focused salespeople fall for that lose them sales.)
Wednesday, December 3, 2014
About EASE
Most business-owners and salespeople recognise the benefits that flow from using a pre-determined step-by-step format when conducting sales discussions with customers.
These benefits include improved results for the business and the saving of time (for both the customer and the salesperson). It also leaves the customer with a positive impression of the business; we have all endured the unsettling experience of dealing with a salesperson who gave the impression of not knowing what they were doing.
Given that the essence of good selling is helping customers get what they want, any decision-making regarding the format to be followed should be preceded by a review of some sales basics concerning why customers purchase anything.
Firstly, customers are people – they have needs and wants. Generally, needs are logic-based and wants are feeling-based. Most human activity is aimed at satisfying those needs and wants; this includes the making of purchases.
Secondly, when people make purchases they buy ‘benefit packages’. The benefits in the package are provided by the features of the product they purchase.
(Put another way, products have features; features provide benefit packages; customers buy benefit packages to satisfy their needs and wants.)
Thirdly, not all customers have the same needs and wants. This means that the benefit package that appeals to customer A will not necessarily appeal to customer B; however, another benefit package may.
The EASE sales format is structured with these basics in mind. It is designed to help the salesperson clarify the customer’s needs and wants before trying to ‘sell’ the product. It also helps ensure that any subsequent ‘selling’ done by the salesperson is aimed at satisfying those needs and wants.
If you are seeking improved sales results the following explanation of the four steps of EASE will help. (Remember, when using EASE it is very important to follow the steps in exact order; even if your sales process requires more than one meeting.)
Step 1 – Engage the customer
The purpose of this step is to build on the initial greeting and help you develop rapport so that relaxed and open communication can take place. This can be done using small talk (maybe around mutual interest, mutual friend or referral if appropriate).
If you set up the meeting it may be necessary for you to establish your own credibility and that of your company (and, maybe, explain the agenda for the meeting).
A good way to lead into this is to ask ‘Do you mind if I tell you a little about Our Business?’ Assuming that your customer consents, you can then give a very brief introduction of your company (and the Positive Points of Difference that you enjoy).
After doing this, and answering any questions the customer may have, you can then ask ‘Do you mind if I ask you about Your Business?’
This provides a perfect gear change to the next step.
Step 2 – Ask ‘conversational questions’ to clarify your customer’s needs and wants
This is also about provoking indications of concern or interest. These will enable you to understand more about your customer’s needs and wants and where they’re ‘coming from’. You can then clarify in your own mind the ‘benefit package’ for your product that will have most appeal.
Use the ‘conversational questioning’ technique. Start with ‘soft’, easy-to-answer questions about them and their business; then gradually make your questions more searching. As you do this, you can find out about their current position and usage, likes and dislikes, what they want, advantages they may be seeking, past experiences with similar products or suppliers, other ideas they have.
You can also use the conversational questioning technique to qualify them as to budget and timeframe as well as to confirm the identity of the real decision-maker.
Avoid using Yes/No questions; instead use Information-seeking questions that start with words like what, when, where, who, how, and why. Make sure to tune in to the customer’s tone of voice and body language; they are key indicators of the customer’s depth of feeling about their responses to your questions.
This step is the engine room of the sales process; the questions you use must be planned and well rehearsed.
Step 3 – Suggest (sometimes Show)
This is about suggesting a course of action to your customer designed to satisfy their needs and wants (and, hopefully, make a sale).
These suggestions can only be properly made if you have done a good job in Step 2.
As you present your suggestion tie its benefits to their needs and wants. Ask questions as you go to check your progress and be alert for buying signals.
Step 4 – Encourage purchase with a ‘closing’ question
The purpose of this step is to encourage the customer to ‘buy’ your suggestion. It’s OK to do this because you have taken care to ensure that your suggestion is appropriate to their needs and wants.
A good method to use here is the ‘either or’ technique. This involves asking a final, closing question that gives your customer an alternative, both of which lead to a sale (avoid confusion by creating a choice between two options only).
Try to build your ‘either or’ around a decision that the customer will need to make anyhow; it can be based on package options, colour, price, delivery time, payment method and so on.
Having asked the closing question remember to ‘shut up’ and wait for the answer.
(The up-coming post for Friday 5/12 is Plan for focus. It's a short reminder about the main benefit of having a sound plan.)
These benefits include improved results for the business and the saving of time (for both the customer and the salesperson). It also leaves the customer with a positive impression of the business; we have all endured the unsettling experience of dealing with a salesperson who gave the impression of not knowing what they were doing.
Given that the essence of good selling is helping customers get what they want, any decision-making regarding the format to be followed should be preceded by a review of some sales basics concerning why customers purchase anything.
Firstly, customers are people – they have needs and wants. Generally, needs are logic-based and wants are feeling-based. Most human activity is aimed at satisfying those needs and wants; this includes the making of purchases.
Secondly, when people make purchases they buy ‘benefit packages’. The benefits in the package are provided by the features of the product they purchase.
(Put another way, products have features; features provide benefit packages; customers buy benefit packages to satisfy their needs and wants.)
Thirdly, not all customers have the same needs and wants. This means that the benefit package that appeals to customer A will not necessarily appeal to customer B; however, another benefit package may.
The EASE sales format is structured with these basics in mind. It is designed to help the salesperson clarify the customer’s needs and wants before trying to ‘sell’ the product. It also helps ensure that any subsequent ‘selling’ done by the salesperson is aimed at satisfying those needs and wants.
If you are seeking improved sales results the following explanation of the four steps of EASE will help. (Remember, when using EASE it is very important to follow the steps in exact order; even if your sales process requires more than one meeting.)
Step 1 – Engage the customer
The purpose of this step is to build on the initial greeting and help you develop rapport so that relaxed and open communication can take place. This can be done using small talk (maybe around mutual interest, mutual friend or referral if appropriate).
If you set up the meeting it may be necessary for you to establish your own credibility and that of your company (and, maybe, explain the agenda for the meeting).
A good way to lead into this is to ask ‘Do you mind if I tell you a little about Our Business?’ Assuming that your customer consents, you can then give a very brief introduction of your company (and the Positive Points of Difference that you enjoy).
After doing this, and answering any questions the customer may have, you can then ask ‘Do you mind if I ask you about Your Business?’
This provides a perfect gear change to the next step.
Step 2 – Ask ‘conversational questions’ to clarify your customer’s needs and wants
This is also about provoking indications of concern or interest. These will enable you to understand more about your customer’s needs and wants and where they’re ‘coming from’. You can then clarify in your own mind the ‘benefit package’ for your product that will have most appeal.
Use the ‘conversational questioning’ technique. Start with ‘soft’, easy-to-answer questions about them and their business; then gradually make your questions more searching. As you do this, you can find out about their current position and usage, likes and dislikes, what they want, advantages they may be seeking, past experiences with similar products or suppliers, other ideas they have.
You can also use the conversational questioning technique to qualify them as to budget and timeframe as well as to confirm the identity of the real decision-maker.
Avoid using Yes/No questions; instead use Information-seeking questions that start with words like what, when, where, who, how, and why. Make sure to tune in to the customer’s tone of voice and body language; they are key indicators of the customer’s depth of feeling about their responses to your questions.
This step is the engine room of the sales process; the questions you use must be planned and well rehearsed.
Step 3 – Suggest (sometimes Show)
This is about suggesting a course of action to your customer designed to satisfy their needs and wants (and, hopefully, make a sale).
These suggestions can only be properly made if you have done a good job in Step 2.
As you present your suggestion tie its benefits to their needs and wants. Ask questions as you go to check your progress and be alert for buying signals.
Step 4 – Encourage purchase with a ‘closing’ question
The purpose of this step is to encourage the customer to ‘buy’ your suggestion. It’s OK to do this because you have taken care to ensure that your suggestion is appropriate to their needs and wants.
A good method to use here is the ‘either or’ technique. This involves asking a final, closing question that gives your customer an alternative, both of which lead to a sale (avoid confusion by creating a choice between two options only).
Try to build your ‘either or’ around a decision that the customer will need to make anyhow; it can be based on package options, colour, price, delivery time, payment method and so on.
Having asked the closing question remember to ‘shut up’ and wait for the answer.
(The up-coming post for Friday 5/12 is Plan for focus. It's a short reminder about the main benefit of having a sound plan.)
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