Turning Tough Questions into Sales Opportunities
By Allan Pulga
“Why should I buy a cellphone from you?”
“How are your products different from those of your competitors?”
Hard-to-answer questions like these can be intimidating to even a seasoned wireless salesperson. And while some salespeople will respond by listing off reasons why their company is superior, there’s a better approach:
“The exceptional salesperson will turn even the toughest questions into an opportunity to help their customer understand the situation and determine if their (store/product) is actually a fit,” explains corporate sales strategist and Inc.com columnist Jeff Thull.
In other words, don’t respond by jumping into ‘presentation-mode,’ which usually means drumming off the virtues of your store/product. Engage in a collaborative discussion with the customer to identify what he/she needs and how you and your store can help them meet that need.
Thull suggests taking the position of trusted advisor, instead of just another schmuck trying to make a sale. Handle tough questions professionally, and position yourself to deliver a detailed answer.
There are three steps to consider:
1. Acknowledge that the question is on your mind as well.
2. Indicate how you intend to answer the question.
3. Ask the diagnostic question that will begin your qualification.
Here’s how the conversation might proceed:
Customer: “What makes your store better than competitor A or B?”
Salesperson: “They both have high-quality stores but at this point I’m not sure I understand your situation well enough to suggest which one of us might best suit you. To figure out who might be the best fit for you, let me ask you this, are you looking for a phone that will…?”
Thull refers to this type of question as an ‘Indicator Question,’ which asks the customer if his/her cellphone needs can be met by something you have in your store. Basically, you’re asking the customer to lead you in a direction to prove your store CAN meet his/her cellphone needs. Of course, the answer is always: “Yes, our store can meet your needs better than competitor A or B.”
Thull says this approach is better than simply presenting your store as the best because “it sets you and the customer in agreement and jointly looking for the answer.” You’re collaborating with the customer, acting as a trusted advisor.
“At this point you’ve successfully taken a premature question, and built credibility through your response and follow-up diagnosis. For your customer’s perspective, you’re standing out from the crowd and guiding them to a quality decision.
“What you have achieved is a strong competitive advantage and likely a great sale as a result.”
Next time a customer asks you a difficult question, don’t jump directly into presentation-mode. Position yourself to ask a question back – one that will lead the customer to realize he/she is at the right store and it’s time to buy.