Posted on: Monday, February 18, 2002

60 SECONDS ON BUSINESS
Having right answer can improve sales

By Dr. Drake Beil
President, Solutions Inc.

When you are interested in buying something, like a shirt, but you aren't sure you want it, what do you do? You ask a question. You might ask whether it's going to last, or fade, or how to wash it.

What you're really saying is, "I want to buy this, but I can't get over on it. Help me to buy this!"

Those questions are called "yes signals" and they happen often at hotel front desks, car rental counters and restaurant tables.

Many sales people try to distance themselves from customer questions, much as vampires avoid sunlight. Such sales people — afraid they'll get it wrong or make customer mad — are barely more than order takers.

That's not sales. Sales is management, knowing how many customers don't say "yes" or "no" immediately, but rather ask a question, and trained, motivated sales people knowing how to respond to close the deal increase satisfaction and yield.

If your people can handle the most likely questions from your customers perfectly at those specific moments, they get the sale and you then have a chance to increase the yield.

So how do you do that?

First, get everyone involved and have all sales people compile lists of all the questions they get asked by customers.

Over time, many of these questions will repeat, and training can be developed to focus on best responses and managing the sales process.

Clearly stated responses can be delivered to optimize the customer's experience and guide them to the sale.

Reach Dr. Drake Beil at drake@60secondsonbusiness.