On numerous occasions, everyone in sales has heard how important it is to get the customer talking, so it’s imperative that they have an arsenal of great questions to ask.  Despite trying to follow this guideline, every salesperson seems to overstate the amount of time they believe they allow the customer to talk.  The many interviews I’ve conducted over the years with customers and salespeople alike confirm this reality.  Therefore, salespeople need to take a step back and consider their sales presentation.

To talk less means you have to ask questions that truly engage the customer.  However, this doesn’t mean you need to develop complex questions.  Instead, the best tactic is to ask shorter ones.  Long questions tend to result in short answers, while short questions will generally result in long answers.  An example of a great short question is, “Why?”  In my opinion, there isn’t a better follow-up question you can ask after the customer has shared with you some information.  Consider how your customers would respond to other short examples like, “Can you elaborate on that?” and “Could you explain more?”  These shorter questions elicit detailed responses and that’s just what you want.  On the other hand, asking complex questions often tends to perplex customers.  Because they are not sure what you are looking for, they respond with the universal answer representing total confusion, “What did you say?”  Questions should not be your means of showing your customers that you are an expert.  Save that for your statements. 

When preparing your sales presentation, a guideline I subscribe to is to limit yourself from talking for more than 20 seconds at a time without asking a question.  The question you ask should be one directed at the comments you just made.  By doing so, you’re checking with the customer to see if they understood what you just shared with them.  Again, this is something many salespeople overlook.  They get caught up in sharing with the customer their expertise and the features of their product or service and forget all about what the customer is thinking.  Even if your product or service requires a complex presentation, you should still follow this rule.  Whether you’re selling software, high value medical equipment, or technical tools, it’s essential to check your clients understanding by asking a question every 20 seconds.

Your goal on any sales call is to talk only 20% of the time.  To help ensure that this takes place, you have to plan ahead.  Before you start developing your sales presentation, create your list of questions.  This is contrary to the pattern of most salespeople who often spend a substantial portion of their time developing their presentation and, at the last minute, develop their list of questions.  Consider that if you’re expecting to have a 20 minute presentation, you should have 40 questions (2 questions per minute).  Even though you may not use all 40, you’ll definitely be more prepared.  In addition, you’ll be able to pick and choose which ones you want to ask.  If you’re following the rule of asking short questions, you’ll ensure that the customer is doing most of the talking.  You’ll learn valuable information that will help you better understand the customer’s needs.

If you want to move your questioning process to the next level, make half of the questions you ask be ones that help the customer see and feel the pain they have.  By doing so, they will be much more open to receiving your solution.  For example, if you’re selling computer back-up systems, you might ask, “Can you explain to me what happens when data is lost?”  This short, concise question is designed to get the customer thinking about the risks they face.  Furthermore, the beauty of this type of question is that no matter what the customer’s response is, some good follow-up questions will naturally arise.   

By adhering to these guidelines, you will be able to see dramatic results in the number of sales you are able to close.  As simple as it sounds, the more you shut up, the more you’ll sell.  And, the easiest way to achieve this goal is by asking more, short questions.  So, shut up and sell!

Phone Sales Tips: 
Phone Sales Tips When Contacting Customers

• Never ask if it’s a good time to talk. This gives the other person a perfect excuse to end the call. If you are unsure if the person has time to talk, then state up front that the phone call will only take 3 minutes. When you give the person an exact time be sure you time the call. After the allotted time, tell the customer you’re at the end and ask them if they would like to continue or reschedule. Using this practice allows you to demonstrate how much you respect their time.

• Ask questions. People will never hang up on themselves.

• Use the person’s name at least 3 times in every phone call. Who doesn’t like to hear their name said?

• When greeting people on the telephone, avoid using their last name. It makes the call seem too formal. Your objective should be to have a casual conversation, in the same way you would talk to a good friend.

• Use visually descriptive words to help paint a picture of what you’re saying. A phone conversation doesn’t have to be boring and stale.

• When starting a new telephone conversation, always give your first and last name. Never assume the person you’re talking to is going to recognize your voice or think you’re the only one with your first name.

• Watch your facial expressions by placing a mirror in front of you when you talk. It’s amazing how they come through over the phone.

• Add energy to your phone calls by standing up. Nobody likes talking to a “blah” person. People who have good posture tend to come across more enthusiastic than those who don’t.

• When you end a conversation, always summarize it in the same way you would end a live meeting. By doing so, you can prevent misinterpretation of your discussion.

• Always allow the other person to have the final comment or question. Just because you’ve asked all your questions doesn’t mean the other person has asked all of his.

• Avoid negotiating over the phone, use it as a means to introduce information and to follow up or confirm information. It’s impossible to truly read body language over the phone and thus you lose a major negotiating tool. A phone call however can be an excellent way to introduce a new idea you would like to receive some feedback on. Many times it will allow feedback to be gained in a less threatening manner than if it were to occur in a traditional sales call.

• Never use a speaker phone with a customer even if they say it is fine with them. Speaker phones add to the perception the conversation is not important enough to capture 100% of the person’s attention. (Only exception of course is if there is a group involved.)

• Applying these phone sales tips to your daily routine should help you to increase your telephone sales.

Sales Call Best Practices:
Have You Sold Yourself?

You will always be your number one customer.   It’s not the big account you service, nor is it the hot new prospect you just uncovered; it’s you.  The reason is simple.  If you’re not completely confident in what you’re selling, you will never come close to maximizing your sales potential.

The current sales environment makes the need to sell yourself even more important.  If you think you’re the exception to this rule and you’re not completely confident in the products or services you offer, ask yourself this simple question:  Have you ever offered a discounted price to either keep a customer or attract a new one?  Few salespeople can honestly say they have never done this.  If you have, it means that you were not 100% sold on your product or service.

As a consumer, when we don’t fully believe in what is being offered to us, we naturally expect a discount.  We want something in return for not being completely confident about what we’re buying.  Since the salesperson hasn’t communicated the level of confidence we need in order to buy the product at full price, we want some type of concession to make us feel better about the purchase.

To be completely sold on your product or service, not only do you need to use what you sell, but you also need to understand all of the benefits that your product or service provides.  As a sales consultant who works with thousands of different professionals each year, I’m amazed at the number of salespeople who admit that they don’t even use what they sell.  How can anyone be totally committed to a product or service if they don’t even use it?  Furthermore, it’s not uncommon for me to see salespeople shortchanging themselves because they are unable to identify and explain the value of what they are selling.  Although this sounds basic, many salespeople cannot name five benefits their customers receive from using their product or service.  They can usually only list five features.  Without understanding the full array of their product’s benefits, there’s little chance the customer will ever see them too.

A poor sales process is usually a good indicator of whether or not the salesperson is sold on the product or service they are offering.  Nothing conveys a lack of confidence faster than a sales process that is not professional.   Unfortunately, for many salespeople, a disorganized sales process is the norm and it only serves to destroy more sales and, ultimately, a huge amount of profit.  Despite the customer’s desire to buy, an unorganized sales process creates an air of skepticism that often can only be countered by offering some type of discount to close the deal.

With the current state of the economy, it is imperative that sales professionals be both confident and competent to achieve maximum success.   In any sales call, you best communicate these qualities by being completely sold on your product or service.  If you are not, find ways to better educate yourself so that you can become your number one customer.   Remember, “No customer is ever sold until the salesperson is sold.”