Are You Asking Your Prospects The Right Questions At The Right Time?
Take a moment and recall life before social media, smartphones and the always-online mindset that pervades today. The way we inform ourselves now is vastly different compared to just a decade ago.
Buyers and sellers alike are hyper-informed. Smartphones put a world of knowledge right in the palms of our hands, so it’s easy to stay connected and up-to-date. Marketers and salespeople have responded by trying to grab attention in new ways. But as a function of that, people have grown weary of their tactics. Mass marketing messages feel spammy and impersonal. Messages like this get mostly get ignored.
The more you tailor communications to individual prospects, the more it feels like a conversation. Impersonal communication not only turns people off; it doesn’t provide you with an avenue to ask the right questions and truly understand your buyer.
With so much information online, sellers are expected to enter the conversation with a solid knowledge of a prospective customer’s company and their role. The real homework comes from digging deeper to uncover the buyer persona’s challenges and struggles and learning the language to use to grab their attention.
The better you know your prospects, the easier it becomes to naturally weave questions into the conversation that address their pain points.
If you’re selling to the C-suite, your questions should reflect the executive’s daily concerns about strategy, profit and other high-level concepts. Front-line workers, on the other hand, have very different priorities that are related to specific tasks.
Avoid asking questions that encourage one-word answers. The goal of every prospect conversation is to provoke responses that convey as much information as possible. A simple “yes” or “no” isn’t nearly as valuable as a detailed explanation of a problem.
When you ask good, targeted questions at the right time, you’re more likely to hit home on your buyer’s pains and problems, and move one step closer to making the sale.
The Tellwise Nutshell (TTN): While asking your prospects the right questions at the right time is important, make sure you’re not conducting an interrogation. Entertain a conversation with your prospective customers that includes well-researched questions that show you’ve been paying attention to their needs.
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