Do you invite your prospective customers to ask
questions ...or do you try to avoid getting questions from them?
You're walking away from many easy sales if you don't encourage
prospects to ask questions.
1. Prospects Who Ask Questions Are Usually Ready
To Buy
Prospective customers who take the time to ask
questions usually have a high level of interest in your product
or service. By asking questions they identify themselves as likely
buyers.
A prompt and complete answer to their question
along with a gentle reminder of the benefits they will get is
usually all it takes to close the sale.
Tip: Make it easy for prospects to ask questions
when they are at your web site or in other selling situations
where there is no personal contact. For example, list your phone
number or an email address they can use for questions.
2. Set up A Procedure for Managing Questions
Answering questions from prospects does not have
to take a lot of your time. Many of the same questions will be
repeated over and over again. But you only have to answer each
question once ...if you save the answer to each question to a
permanent file.
Every time you get the same question again, just
copy the answer from your saved file into your reply - and customize
it appropriately. You will be able to answer questions quickly.
And you will impress prospects with your promptness and personal
attention.
3. Always Reply Promptly
Answer questions promptly. Your prospect's level
of interest and your chances of getting the sale will decline
as time passes without a reply. Prospects are also likely to judge
your commitment to serving customers by how long they waited to
get the answer to their question.
Tip: If you find yourself personally answering
a lot of questions, add a Questions and Answers page to your web
site - or to your printed sales material. Include the answers
to your most frequently asked questions. This reduces the number
of questions you have to answer individually.
4. Take Advantage of the Selling Opportunity
People tend to pay close attention to what you
say when you answer a specific question they asked. Take advantage
of this. Don't just answer their question. Include a reason for
them to buy as part of your answer.
For example, a typical question may be whether
or not your product or service applies to the questioner's situation.
If it does, expand your answer to remind them of the specific
benefits they will get. Then tell them exactly how to order it
so they can get those benefits immediately.
Remember, prospective customers who ask questions
are usually close to buying. A gentle nudge from you will often
get them to take action. Provide that nudge when you answer their
question.
Many businesses try to avoid questions from their
prospects and customers. They are making an expensive mistake. Answering
questions from prospects and customers is a highly effective and
very low-cost way to boost sales.
Reprint of this article does not constitute an
endorsement by the National Business Association; the article is
for informational purposes for our members and viewers of our Web
site.
