A few sales questions help you see customer needs and show your value proposition. Find out in this article, the most important.
All commercial managers, sales leaders or any salesperson committed to results, are concerned about how to sell value and create a competitive differential, to stand out from the competition.
The importance of making your customer value proposition clear
To stand out from the competition, making an effective and functional sales presentation, arousing the interest of your potential customers for your product, this is a great challenge.
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These strategy discussions are actually one of the most fun parts of the job, depending on your point of view.
But, over time, any specialist will dwell on the same question: “What solution can your company present?”
That’s the question, the big secret of sales . Because it is the answer to the customer’s pain, it brings relief to the customer’s pain and, mainly, it will position your product in the customer’s head, during the sales steps.
That way, your customer value proposition will be very clear.
Understand what the customer’s real need is. Only then will you sell.
#1. The qualification
During the qualification process, a good salesperson assesses the fit between their product and the needs of their potential customer.
In this first phase it is critical to understand how to position the value of your solution and set the tone for engagement, or perhaps not proceeding with the business if you feel there is no connection between the problem and the solution.
To help sales representatives get started, a listing of qualifying questions is provided. They are tools designed to strategically discover the potential client’s pains and operations and demonstrate the ability to resolve them.
Unfortunately, these questions are often focused on solutions rather than on your customer’s real problems.
By looking at the qualification process through the lens of the problem, the salesperson will be able to see the true positioning and role of their product for a particular customer.
This helps us to reconcile the pains in a customer-centric context so that the customer understands your company’s value proposition. That way we’ll have useful insights into the business strategy, or gracefully give up if we don’t seem to be able to solve your problem.
In fact, asking this question directly to the customer can be a perfectly acceptable qualifying tactic, and in some cases, extremely refreshing.
Knowing the customer’s pain point will help you get the sale.
#2. The presentation
A big part of the sales presentation is demonstrating your knowledge of the customer’s business environment.
Showing that you listened and also demonstrating how your solution can specifically address customer needs will not only establish value in your presentation, but also engage you as a sales professional.
That’s why the presentation phase is the most powerful sales moment.
A technique that works very well is to include a slide, at the beginning of the presentation or at a stage of the conversation, entitled: “… what we observed…”, or else, “…your current situation..”.
Here, you outline the specifics of what you’ve learned about your business in the context of the problems you’re trying to solve.
“…we hear that you plan to grow your business aggressively this year, which includes taking on new employees, you want these people to be productive and increase company revenue, but currently you don’t have a consistent solution… ”
After you’ve delivered this message, pause and ask your listeners if your understanding of the problems they’re trying to solve is really what they think.
By doing this you will build massive credibility to hit the bull’s eye or gain new insights, which you can quickly incorporate towards the end of your presentation.
Often these post-qualification presentations include stakeholders who have not been involved with you or your solution.
By framing your sales pitch in the context of collaborating on problem-solving, you will promote a frictionless sales cycle, making new participants comfortable with your approach.
Check out this slide with more tips for a sales presentation that will help you make your company’s value proposition clear:.
#3. the defense
It is known that few sales fall from a “parachute” into your lap, or as a “freebie”. The reality is, when things get bad, you should play a little defensive.
The good news is, if you used the most powerful question in sales for the qualifying and presentation phases, defensive play will be much easier.
Suppose you have established that you have a well-differentiated solution that will solve your customer’s problem.
A new SUV for your customer. Example: a family of 5, with 3 small children, who said they hate the idea of having a Minivan.
Over the course of the sales cycle, you’ve established that the family preferred their private SUV, not only because it was the safest and most stylish on the market, but it was exceptionally capable of supporting 3 seats in the back row.
You were also able to structure payments within your client’s monthly budget.
Then, in the final stage, the buyer comes back referencing competitive pressures from another company, highlighting the characteristics of a competing vehicle.
How to use the most powerful sales question?
In this case, the most powerful sales question can be used as an incredible defense, maintaining your price point of view and highlighting the value of your solution, diplomatically, making the customer shift focus.
So you can simply highlight your diagnosis of the customer’s problem:
“…it looks like you were looking for an SUV with the highest level of security, and one that has 3 seats in the back. I know there are other SUVs on the market, but this is the only model that meets all these criteria. Something changed?”.
This tactic works well, especially when faced with the dreaded option of “doing nothing” as sales do not materialize.
If you position your solution as great, and convincingly show the return on that investment, when the customer comes back and tells you they’ve decided to wait, you can make them think.
“No problem, but help me understand: you shared some of your main challenges, that we can help you solve them, it felt like we were in agreement, what has changed?”
By turning the tide in your favor, in some cases you will be successful, but in other cases you will gain valuable information that will help you provide the best service for your customer, now or in the future.
When you know your customers’ problem, it’s easier to work around objections.
Truly know what your customer’s problem is
Whether you’re in the early or late stages of the sales cycle, and if you’re a salesperson, manager or leader, promoting a continuous focus on helping your customer solve their problems is always a Winning Strategy.
Remember that a winning sales strategy is one that allows you to focus on solving your customer’s real problems and their real pain. That’s exactly the big difference of the winning sales teams: they know how to make the value proposition to the customer clear!
When you develop the mindset of how positive your business is and directly hits your potential customer’s pain point, you will be successful in making Big Business.