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Minnesota Mortgage Blog

December 5th, 2011 10:40 AM

While it's tempting to think that sales is chiefly concerned with presenting and making a case for what you have to offer, that's not the case. If anything, you want the client to do most of the talking. The goal is to fully understand the client's situation, what the client needs, and the challenges that the client faces. This will help you frame a sales offering that will perfectly address the client's circumstances.

The way to get all that information is ask open-ended questions. By focusing on questions that get your clients to explain the how's, why's and what's of their wants and needs, you will put yourself in a much better situation to get their business. Your goal is to build a constantly growing list of questions that get the client to open up:

What is your end goal? What are you hoping to accomplish, or what problem are you trying to solve?
What is your company's overall strategy?
How does your goal fit your company's overall strategy and situation?
Could you describe your current situation?
Are you facing any key market shifts or challenges?
What factors about the current economy most worry you?
Have you identified any possible new opportunities in your marketplace you are hoping to leverage?
Have you tried other offerings? What was the outcome?
Are you looking at other solutions? Which ones are they? Why?
Have you quantified where you stand in terms of your goal using metrics such as money saved, hours gained, market share acquired, and where do you stand?
What have you determined in terms of how the solution will fit into your business process?
What is your timing for this project; do you have a deadline?
What is your evaluation process, and how can I best conform to it?
How do you prefer to receive presentations, both in terms of content and time consumed?
What is your budget for this project?
Who, in addition to yourself, will make this decision? Can I meet with them?
When would you like to set our next meeting?
How does this project affect you as an individual and your department?

Remember that when you ask your questions, the goal is to get your clients talking. Never assume you know what they are going to say. Let them fully answer, and don't be afraid to ask additional questions that help them further clarify their situation. The more they explain, the more they will help you tailor an offering that is bound to get them to finally give you the ultimate answer of, "yes, you have my business."