NFIB

Five Questions Salespeople Can Ask to Grow Your Business
07/ 01/ 2002

by Vicki Gerson

How would you rate your sales staff? Do they know how to talk to longtime customers - or a prospective customer - to get the order and improve business? Many salespeople don't know what questions to ask in order to close a sale or keep the business relationship viable. Answers to specific questions provide valuable information to the business owner on how customers view the products, services and the business as a whole.

Don't just use customer encounters to sell to that one person. Gather information from customers to help broaden your overall sales base.

Here are five questions your salespeople can ask to keep the lines of communication open between your business and your customers. The customers' answers change the way you do business and increase your bottom line.

1. What do you know about our products or services?

Now is the time for the salesperson to zero in on the missing information the customer needs, which in turn will help close the sale. It doesn't make sense for the salesperson to waste the customer's time repeating information the person already knows. Find out what the customer wants to know, then explain it.

2. Is there any improvement you'd like to see in our current product or service?

This question can be asked to current customers who have been using your product or service for a while. For example, if you have a heating/air conditioning company, residential customers may tell you that it takes too long to set up an appointment under a service agreement contract. Or they may complain that even though they have the service agreement, your company never calls them to set up the appointment. Make sure your employees write down the answers and give you a tallied list of customer complaints.

3. What do you feel our competitors do better than us?

The answers to this question also provide "food for thought" on how you can change your business policies. For instance, a customer may point out that a competitor always calls to see that everything was satisfactory after an order is filled and delivered. Another customer may say that another company makes service calls on Saturday at no extra charge, whereas your company makes the customer pay extra for this service.

After you've surveyed approximately 50 to 100 customers, you may find a pattern developing. Pay attention to the wishes of your customers and consider establishing some new policies and procedures.

4. What have you heard about our services or products from other companies?

It is always important to find out what other businesses are saying about you. Are those salespeople stating facts or spreading falsehoods about your products and service?

If untruths are being stated about your business, it may be necessary for your lawyer to send a letter to the other business owner asking that such practices cease immediately or further legal actions will be taken.

5. Is there any particular problem you have that we can help you solve?

Ask probing and specific questions about what a customer is hoping to find. Show that your business is taking a personal interest in them and not just selling a product or service. It lets your customers know you are thinking long term and want to create a lasting business relationship with them.

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