NFIB

Asking the Right Questions
01/ 07/ 2003

by Vicki Gerson

Think back to the papers you had to write for your high school English classes. Most likely, your teachers told you to include the who, what, where, when, why and how of your subject. Keeping those same words in mind can help you and your sales staff when talking to your customers.

Your goal should be to ask open-ended questions that will lead your customer to give you as much information as possible. "How do you plan to market this product?" is always a better question than "Do you plan to do any marketing for this new product?"

When customers provide more than a yes or no answer, it can lead to add-on sales. For instance, if you own a dress shop and a woman purchases an evening gown, by all means ask her if she's buying it for a special occasion. If you find out she's going on a cruise, you might be able to sell her a scarf, handbag, or something else that you can tell her would be "just right" for those beach stops she'll be making.

Open-ended questions also provide the salesperson with important information to use on future occasions. For instance, if the salesperson in a clothing store asks a customer, "What type of work do you do?" and finds out she's a lawyer, he can steer her toward the new suits that have arrived the next time she comes in.

And always ask your customers who recommended you to them. This lets you know if the majority of your customers are coming to you through your advertisements or word of mouth. If you find that certain customers are bringing new business your way, be sure to acknowledge this the next time you see that person, perhaps with a small "thank you" gift.

Remember, however, while it is important for your salespeople to ask lots of questions, customers shouldn't feel they are being grilled. If they do, they will likely want to get out of your store as quickly as possible and won't bother to make a purchase. While most customers will appreciate having a friendly chat with your sales staff, some won't. Remind your salespeople to stay aware of the signals that customers are sending.

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