When
it comes to sales your customers quite literally have all the
answers.
Have you ever answered a question with a question? Would that
be making a difference to your conversion rate? The answer to
the latter is most definitely yes! Asking questions not only increases
your conversion rate, but builds rapport with your customer and
ensures that the sale becomes their idea and not yours.
Asking questions also means active listening. You can ask questions
about your customers work, business, kids or hobbies but make
sure that your are listening with sincere interest. It may even
be helpful to note down some of the answers - such as the names
of their kids, interests etc for future communication. By asking
questions and listening, you are building rapport and attaching
importance to their conversation.
Also, by asking questions you are remaining in control of the
conversation. Once you find yourself doing all the talking you
are no longer in control. Just remember that the person asking
questions sets the direction for the conversation. If the customer
is dominating the conversation by asking you questions make sure
you answer the question with a question. However, try to vary
the questions that you ask. You may remember from looking after
your own children or babysitting that being asked "but why?" over
and over again tends to get a little monotonous.
Questions can guide consumer interest, discover a need and give
accurate information. There are two commonly known types of questioning
- open ended and closed questions.
Building
Rapport and Qualifying
Open-ended questions are an excellent way to ensure customer involvement
in the conversation and are key to identifying not only what they
need but a lot about themselves. You can use open-ended questions
to build rapport, to find a need, to discover a customer problem
and find the right solution. In journalism there are six key questions
used in the interviewing process which is as equally useful in
sales - who, what, where, when, why and how.
Here are a few example of open-ended questions which are very
useful:
Who
are you buying the product/service for?
How often would you use the product/service?
What features were you looking for in this product/service?
This type of questioning yields a lot of great information from
your customer and helps you determine which product/service is
uniquely suited to them.
Closed questions tend to get one word answers "yes" or "no". They
can be used to gather information quickly - not unlike a check-list.
Using closed questions can also confirm a buying detail and help
confirm the sale.
By using questions you are encouraging the customer to communicate,
building rapport, establishing their needs, directing the conversation,
diffusing tension and inviting discussion.
Learning the art of questioning and listening is the key to increasing
your conversion rate and well on the way to creating a continuing
customer relationship.
ACTION
International is a business coaching and training company
that works with small to medium sized business educating the business
owner about how to improve the sales and marketing in their business.
