What specific question makes the sale? | The Custom Sales Training ...

Good sales people ask many questions of their customers and make few statements about their products or services.? Great sales people know there is ONE?vital question that will help them make the sale.? What is that question for your sales process?

Example: I was a sales manager in advertising for fourteen years.? During that run I put together 37 quarters of sales increases over the same quarter previous year.

One of our most profitable businesses was in small business service that took care of homeowners.? Handymen, painters, contractors, electricians, plumbers and others did extraordinarily well.? I used to joke that the only thing that paid a better return on investment than advertising in our publication was selling wholesale recreational pharmaceuticals.

The vital question to business service customers is ?What is a job worth to you?? This wasn?t the first question asked.? I had to train sales people to ask a number or other questions to build rapport and demonstrate that they knew about our customers businesses.? Then they would ask,

Sales Person: ?My other fence builders tell me their average job is worth about $1800.? What?s one job worth to you??

Customer:? ?We are a little higher on our average, our typical jobs is worth $2200.?

Sales person: ?Is about half of that gross profit??

Potential Customer: ?No, 40%.?

Sales person:?Okay, so you will make $880 on a job.? On your current advertising, how many enquiries, on average, turn into jobs??

Potential Customer:?One out of four.?

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Sales person: ?So, our average fence builder gets (and here the rep would be very conservative) about four calls a week.? Why don?t we run a month trial for you, in the areas you like to service, for a total cost of $320 for the month? Should we just use the ad copy I?m looking at from the newspaper??

Potential Customer: ?Yes, unless you are very sure you can improve it.?

Sales Person: ?I?m pretty sure I can create a stronger call to action.? Let me play around with it and I?ll send you a proof.? Now, what credit card do you want to use??

Here the ?What is one job worth to you?? question really sold the customer.? Before they even hear the rest of the questions from the sales person they had done the calculation in their head.? The customer knew that they would make money unless the add cost more than their gross.

A few years ago I had a local campus of a national private college as a customer.? I sat in on some calls and coached them a little on their opening and rapport building.? Turns out they weren?t asking the ?crux? question.? The ?crux? question makes it real.? For these technical schools the question that got their students from the inquiry stage to the sign up stage was

?When do you need to graduate??

After that is was simply a matter of working backward to show them they had to sign up next week.

Activity Triggers/Action Items

1. Analyze your current sales process.? Identify the ?crux? question that moves your customers to action orientation.
2. If you can?t identify this question yourself, bring in a consultant to help you.
3. Find a way to ask this question in the right place.
4. Enjoy higher sales

Source: http://blog.customsalestraining.com/what-specific-question-makes-the-sale/

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