Here is how many salespeople might answer an “apparently” straightforward question.
This is not a bad answer, but a huge selling opportunity is missed in the process. Here is how Mr. Shmooze would handle the same question.
Do you see what just happened? Many salespeople would have answered what appeared to be a pretty straightforward question with a solid, literal answer. But Mr. Shmooze takes it further . . . much further.
First of all he knows that the buyer is making an emotional point . . . always a huge opportunity. So he probes, like a psychologist, to get those feelings really rolling, and in the process he gets much closer to the real pain that is driving the buyer’s decision to change service providers, as well as letting him vent, which is therapeutic. Mr. Shmooze also avoids the trap of quickly naming a solution (24-hour call center) that is of particular distaste to the buyer by working the conversation a bit rather than jumping to an answer.
So it is great when prospects and clients engage by asking good questions. Just be sure to be alert to both the traps and the emotional opportunities those questions can present. Listen and observe carefully, and take your time cultivating the conversation to maximize your chances of satisfying your clients’ emotional needs as well as their literal needs.
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