Ask The Right Questions to Blow Your Competition Away!

JC Penney, actually, John Cash Penney, believe it or not; America’s first mass retailer, said, “Give people what they want and they will make you rich!”

What do people want when they go to buy something? 

Most salespeople would say; save time, new, big, fast, cheap, etc etc.

They are competing on features. Every product has features, therefore they face a lot of competition by merely selling features too.

But what customers Want and what they are actually looking for is emotional satisfaction.

 You will eliminate all your competition by giving them the emotional satisfaction

they want.

 Now, it is not a secret that people buy on emotion, but it might as well be to most sales people. They doggedly stick to selling features; shiny, new, big, fast, cheap, etc etc.

 You can eliminate your competition by finding out their emotional needs connected to your product or service and by satisfying those needs.

 You do that by asking the right questions.

At the beginning of the sales interview, begin closing by saying something like, “John, I have found that it always helps me to satisfy my clients if I know exactly what they are looking for so that I do not waste your time or mine trying to sell you something that is not going to work for both of us, right?”

 So please, I hope you do not mind if I ask you a few questions to better understand which of my options is going to be the best solution for you? OK?

In this example, you are a salesman for laptop computers, one of the most competitive markets out there. The questions you ask are going to blow your competition away and make the prospect close himself!

John, have you ever bought a laptop computer before?

Yes, I have.

Think back, what was the most important thing abut it that made you buy the last one?

Well, I felt it was the most reliable model.

I see, so reliability in your machine is the most important consideration whey you buy a laptop?

Yes, it is.

Well John, I can think of a lot of reasons to buy a particular laptop, speed, size of hard drive, price; why is reliability so important to you?

 Well, at this point my whole life is on my computer, if something happened I would be in a real pickle.

 A real pickle, what do you mean?

 Well, if I lost the info on my computer, my business would be ruined, I have irreplaceable files, years of contacts, everything on that machine.

 Has that ever happened?

 Yeah, about 4 years ago.

How did that  make you feel?

Terrible, I spent 4 weeks in the dark, not knowing what I was supposed to be doing, it was a nightmare! Bingo! Emotion!

 So, John, if you could buy a laptop that would keep that nightmare from ever coming back because it is rated the Most reliable by Micron Laboratories, the industry standard, then, you would probably buy it, right?

 Yes, I guess so!

 John, let me show you that machine!

Your competition is selling computers, you are preventing your prospect’s nightmares, which is what he wants!

 Copyright 2008 Bill Young

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