Would you like to hear one of the simplest sales techniques ever thought up? It is called a Positioning Statement. Here goes. Mrs. Jackson, as we take care of your account today, Ill be asking you some questions, just to make sure we get you everything you need. It seems too simple to be effective, or worth trying, but read on.
Why do so many sales opportunities go unclosed? There are a number of reasons and they all start with the early part of the call. The best sales formula includes an assertive, confident close. Sales people will not close confidently, however, unless they have just made a strong, urgent and appealing product offer, tailored to the customers needs and issues. Sales people cannot make a tailored product offer, however, unless they first get to know the caller. They cannot get to know the caller without questions and lots of customers do not like to answer questions, especially if they are unsure about the sales persons purpose, or if they think a sales pitch is coming. By stating that you will likely be asking some questions, most customers will not mind answering them when they hear a few. It will just make sense to them. You told them you were going to ask some questions. You asked some questions. No worries.
One note about the questions you ask. Make sure they are interesting to the caller. Be careful with set-up questions like, Wouldnt you agree that– or questions that box them into a corner. Well then, you must see how important it is for you to find a new way to do that, right? You are better off leaving these questions out and having an easier dialogue. Questions must also be more than just Spec questions. Spec Questions include questions like how many, what dates, what ages, what time of year, what size and how soon do you want it. These questions are necessary, but they do not get to the Why behind an interested buyers needs.
A Positioning Statement will prepare the customer for you questions. This will help you ask all the questions you need to ask. That will make your product offer become more tailored, which helps a sales person to close confidently.
There are two steps to an effective Positioning Statement. Step One is to tell the customer you will (or may be) asking some questions. This step is obvious. Just be sure not to sound too abrasive. Keep it casual. Step Two involves telling them how these questions will help them. If they understand why it will help them, they will not mind answering a few questions. One reason why you may be asking questions is because –this may help me to process your inquiry more quickly. Whatever the reason, make sure it is a customer-focused reason. –which will allow me to tell you about some other products, will not do the job.
If you work in a sales center or a service-to-sales center, a Positioning Statement should become a staple skill for you. It is one of the easiest skills you will ever encounter and it only nets useful results. Virtually no customer will ever tell you they do not want you to ask questions and it makes the whole dialogue much more friendly. The next time you receive an inbound telephone call, try a Positioning Statement. You will like the results.