Transitioning into Needs Development

To provide value, sellers must first identify a need. Pretty much, everybody knows that! The difficult part is transitioning the conversation into needs development.

For example, suppose a customer says, “Tell me about your company and product.” Although it happens quite frequently, it’s a mistake for a salesperson to respond by saying, “First, I’d like to ask you some questions.”

This response creates a logic problem, where the customer wants the conversation to go in one direction, yet the salesperson responds, essentially by saying, “I rather pursue my own agenda.”

The easiest and best way to transition a conversation into needs development is as follows:

Customer: “Tell me about your company and product.”

Salesperson: “I’d be happy to. Can I ask you a couple specifics about your project so I can give you the most relevant and accurate information?”

Customer: “Absolutely!”

Once someone gives you permission (a mini-invitation) to ask them questions, instead of running the risk of sounding self-serving, asking “a couple specifics” is now exactly what they want you to do. Also, note that when someone gives you permission to ask them questions, you get more information that is more in-depth and more accurate.

Neutralize the Disposition of Your Questions

Salespeople tend to listen with ‘happy ears,’ hoping to get some indication that they are making progress within their opportunities, and that they are heading in the right direction. As a result, sellers tend to ask “hopeful” questions like: 

     “Mr. Customer, does your boss like our proposal?”

     “Would next Tuesday work for a conference call?

    “Are we still in good shape to wrap this deal up by the end of the week? 

Unfortunately, asking hope-filled questions tend to yield less information that also tends to be less accurate than the alternative. In short, we live in a culture where it’s easier to sidestep the truth, or event tell a little fib than it is to share information that is different than they obviously wouldn’t want to hear.

In Question Based Selling, we leverage a strategy called neutralizing the Disposition of your questions. It’s uncanny, but if you are If you are open and willing to invite good news and bad news, instead of just thinking about your own goals, you stand to receive exponentially more (and more accurate) information about the status of the opportunity.

Therefore, it’s much more productive to invite complete information by asking questions like:   

    “Mr. Customer, does your boss have questions or see any problems in our proposal?”

    “Would Tuesday work for a conference call, or is that too soon to get all the key people together?

    “Are we still in good shape to wrap this deal up by the end of the week, or do you think it could stall once it hits the CFO’s desk?

Critics of this could argue that it gives the customer an “out.” But I believe most customers know that they don’t have to buy from you. Therefore, I will gladly trade all of the “outs” customers don’t know they have for the volumes of accurate information I receive in return.

Always Answer a Question with a Question

Well, almost always.

In the role of professional salesperson, customer’s are going to ask questions, right? In return, you want to provide intelligent responses with valuable insight or information.

When you respond, would you rather respond with what might be considered to be average value, or would you rather respond with maximum value? If you want to provide maximum value, you might want to invest a few moments to understand their real question before answering.

For example, when deliver QBS training in a remote city, I sometimes ask a local person in the audience, “What’s the best way to get from here to the airport?”  Invariably, the person gives me directions.

But, what would happen if I got to the airport and the nice person behind the ticket counter said, “I’m sorry to tell you, but you’re at the wrong airport!”

Dallas, Houston, and Chicago all have two commercial airports. There are three commercial airports that service Wash, DC, Boston, and four that service New York City. Surprisingly, no one ever asks me which airport I’m heading to before giving me directions.

Here’s how I would give directions if you asked me, “What’s the best way to get to the Atlanta airport?” I would say, “That depends, what time is your flight?” I might then ask, “Do you have to return a rental car?” I might even inquire, “How familiar are you with the area?” Now I can give specific and valuable directions.

Wouldn’t you give different directions (or product information) to someone who was very familiar with the area than someone who was completely lost?

Just as most people share fractionally, many customers won’t ask their complete question. It is, therefore, incumbent on sellers to ask a few clarifying questions to understand more specifically what is being asked, if you wish to provide maximum value in your responses.

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