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 customer's work, business,
children or hobbies but make sure that you are listening
with sincere interest. It may even be helpful to note
down some of the answers - such as the names of their
children, 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 you will
be well on the way to creating a solid long-term customer
relationship.
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