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CREATING AND HOLDING INTEREST. FIVE DECISIONS YOUR PROSPECTS BEFORE BUYING. Need 2. Product 3. Service 4. Price 5. Time. Principle and techniques of Questioning and Listening. Ask Questions Directed at the Prospect’s Specific situation
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FIVE DECISIONS YOUR PROSPECTS BEFORE BUYING • Need • 2. Product • 3. Service • 4. Price • 5. Time
Principle and techniques of Questioning and Listening • Ask Questions Directed at the Prospect’s Specific situation * If selling in the prospect’s home or office, relate questions to the environment and situation. For example, “ Ms. Bernstein, wouldn’t this color rug look nice here in this living room with all your beautiful antiques?”
2. Ask questions aimed at specific major buying motives * Through questioning you can determine what is most likely to motivate the prospect to buy and then further direct questions to the major motive (convenience, profit, prestige, and the like)
3. Ask questions to make sure your are being understood * Stop after each point to ask the prospect if there are any questions. For example, “ Do you have any questions about what I’ve just demonstrated?”
4. Ask questions that require the prospect to observe what is happening • For example, “ Mr. Smith, how do you think the motor is going to sound when I push the button? 5. Ask thought provoking questions to gain attention * For example, “ Ms. Fernandez, can you really afford not to have this labor-saving device in your plant?”
5. Ask “ Why” questions * You can ask this simple question over and over again to pinpoint specific objections, and to get a prospect to answer his or her own objections. For example, “ Why do you believe it costs too much?”
LEARN TO BE A GOOD LISTENER • If he/she interrupts you. If he or she wants to get a word in, let it happen as long as you still maintain control of the interview. Listen attentively, for this may be a way of saying yes. • If he/she starts to agree with you. This may indicate readiness to buy. You can encourage the prospect to continue expressing why he/she agrees.
3. If he or she says you have given him or her an idea. If this happens, let the prospect talk; he or she may give you pointers around which you can frame your selling points. 4. If he or she expresses a liking for what your product or service will do. This means her or she is ready to buy; it is time for you to stop bringing up new points and to go to into a trial close.
TYPICAL PERSONALITY TYPES • Glad-Hander prospects • They are glad to see you and happy to talk about anything, to listen to your proposal, and to hear you story, but they are not interested in buying What to do: They may not be real decision makers. Ask them the questions, “ Can they refer you to anyone who may be interested in buying now?”
2. Talkative prospects • They are so cheerful and talkative that they wander from the subject. What to do: Give them reasonable amount of time to talk but use every opportunity to steer them into the proposal. Agree with a comment they make and tie it in with your next one.
3. Impulsive prospects • They appear impatient and interrupt you often. They may agree to buy, then change their mind. What to do: You have to try to deal to them quickly, stressing benefits and making trial closes
4. Vascillating prospects • They hate to make decisions; they appear nervous, uncertain, and undecided in words, manner and actions What to do: Offer them authoritative proof and logical reasons for taking a specific course of action. Be firm.
5. Deliberate prospects -They appear calm, serious and unhurried in speech, manner, or actions. They listen carefully, ask detailed questions and consider every point of your proposal thoroughly. What to do: Try to give all the proof that they want, since they are seriously considering your proposal
6. Silent prospects • They may just sit there and listening, saying nothing, without offering any clue by manner or facial expression to their inner thoughts. What to do: You should ask questions in an effort to get them talk, remaining silent yourself after each one and outlasting them
7. Closed-Minded Prospects • They are firmly satisfied with the status quo and with current suppliers’ products and service and se no reason to change. What to do: Try to find out what could be improved in the present situation and build your points around the how you can offer greater value
8. Shopper prospects • They listen to your story, get all price quotes and literature, and put you off with a “ I’ll let you know” What to do: Try to create a sense of urgency in buying from you now. You must try to prove that it is in their best interests to decide now.
9. Procrastinating prospects • They listen to you but will not or cannot make up their minds. They ask for more time to reach a decision. What to do: Show them that they will save time by deciding now. It will be helpful if you will be asking the following questions, “ Why can’t you make your final decision now?”,
10. Grudge-Holding Prospects -They see you but promptly attack your company or product for real or imagined lapses in the past performance, poor service or any unsatisfactory experience What to do: Your first job is to find out whether they have a real problem that you can help with. If so, meet it head on and do everything possible to solve it promptly
11. Opinionated Prospects • They are forceful and positive, real or imagined know it all decision makers. They intend to make their own decisions, and they may be brusque or even rude in language and manner. What to do: Compliment and flatter this type; praise whatever you can about them or their businesses. Appear respect for their success, intelligence and opinions. And, once they warm up to you, ask their opinions about your proposal
