An Essential Question
Following on from last week I want to add one more question to help lift conversion rates. I call this the essential question.
Despite all our efforts and following all the steps, tips & techniques, it is still possible to get to the end of a sales conversation and miss something. Oftentimes, when this happens we lose both the sale and the customer. Customers like to feel important and cared about and need to be heard and seen.
When you have asked your questions and reflected your understanding back to the customer, it can be very tempting to jump to the next step if they confirm that what you heard was correct. Here is a key point to exercise restraint and practice a touch of patience (I know, patience is not generally the friend of most reps!). The reason we need to pause here is because the customer can still be holding a gem of information. Obtaining this will give a significant advantage in ensuring you give the best possible suggestion for the customer. Additionally it helps show that you really care and want to ensure you have all necessary information which strengthens the relationship and elevates you closer to the position of a trusted advisor.
How do you find this ‘gem’? You simply ask, “Is there anything else?” It sounds deceptively simple. Almost too easy. Yet, any experienced rep will tell you that it is these ‘easy’ steps/questions that consistently lift conversion rate. You might ask slightly differently, “In order to ensure I am in the best position to help, I want to check if there is anything else that would be useful for me to understand before we proceed.” - however you do it, ensure you check with the client before you give your suggestions.
Many times clients will say something along the lines of, “Oh, actually, there is this …..”, or “Well, now that you ask, …..”, or “I’m not sure if this is a factor or even important but ….”. You get the picture . That additional check in before moving to presenting your solution could alter your recommendations.
Do you need to slow down a little and add in this essential question? If you have not done it before I recommend trialing it over a week or a month and measuring the difference it makes to your conversion rate.
Here’s to your success!
