In a sales seminar I attended, my good friend, Ray Leone, a South Carolina-based sales trainer, described a three-stage strategy that's helpful when attempting to persuade prospects to do business with you and your company. It goes like this:
1. Make a factual statement that can't be refuted.
2. Make a personal observation that reflects your experience and builds your credibility.
3. Ask an open-ended question that combines the first two stages.
Let's say I'm trying to convince you to purchase a sales training program to enhance the effectiveness of your sales force.
First Stage: "You know Mr. Jablonski, a sales force rarely meets sales goals and quotas set by management."
Second Stage: "My experience has taught me that without training, salespeople rarely ― on their own ― set goals or develop their selling skills. The sales force usually blames their lack of success on outside influences or other people rather than on themselves."
Now and only now should you drop in the question.
Third Stage: "What are you doing to ensure that your salespeople meet their goals and develop their professional selling skills?"
Now suppose I'm selling photocopiers.
First Stage: "You know Ms. Gregory, every business must process documents."
Second Stage: "My experience has taught me that many businesses fail to emphasize document quality and cost control. They don't realize that every time they send a copy to a customer, it reflects the image and quality of their business."
Third Stage: "How are you guaranteeing that the quality of your copies reflects the quality of your business?"
Another example, let's say I'm an accountant.
First Stage: "You know, Mr. Adams, most businesses don't plan for their best tax advantage."
Second Stage: "My experience has taught me that many times entrepreneurs lack the financial expertise to do their own planning and then blame it on a lack of time. That prompted us to put together this tax planner. It takes about an hour a month to keep up to date. It's simple to use and can save you thousands of dollars every year."
Third Stage: "How are you planning for your taxes in 2006? If you'll allow me, I'd like to review your 2005 return and customize the planner for the financial situations that you face day-to-day. I'm sure you're looking to save every penny you can and want an accountant who will fight the IRS to keep every dollar allowed to you under the law. Don't you?"
Building Material Example
First Stage: "You know Wally, most builders are not earning the gross margin they need to produce the bottom line profit they deserve."
Second Stage: "My experience has taught me that many times the reason is because builders are so busy fighting fires all day that they don't take the time to put together a comprehensive marketing strategy. One of the services we provide our customers is a program we call Contractor University. This program offers you an opportunity through a seminar format to work directly with experts in all phases of both managing a construction business as well as the actual construction process."
Third Stage: "What steps are you taking to ensure that you are not leaving money on the table each time you sell a home?"
How in the heck can a builder say no to that? He can't, at least not easily. This questioning technique is powerful. It builds credibility and identifies needs at the same time.
Figure out the process. Familiarize yourself with the process. Practice the stages until you're comfortable with each of them. Design the technique around unique services your company offers. It's a great way to set yourself and your company apart from the competition.
