Ask
The Small Business Professor?
Dear Professor Bruce:
I’m just starting my
own business selling custom window blinds. I’m very excited
when I talk with people about it, but I don’t seem to be
making many sales. What should I do?
Answer:
People are more likely to
buy from someone who is excited about their product or
service. So, it’s great that you love to talk about it.
However, your focus needs to be on what the buyer will be
excited about. Your job is to learn what their motivation is
for talking with you.
According Sales expert, Tom
Hopkins, author of How to Master the Art of Selling,
good selling is more about listening than talking. It
requires that you ask questions to find out what would make
the buyer to want to own your product.
Do they just love the look of
blinds? Are they shopping around for price and quality? Were
they referred to you by a friend or relative who is telling
them they should go with blinds, but they aren’t really sure
whether they like them or not? Are they primarily concerned
with durability because they have kids in the home? Or, is
energy savings a critical factor?
Your goal in business is to
sell to their real needs…not to sell what you want to sell.
Take a few minutes to look at your order form. What
information do you need from clients to fill it out
completely? In other words, what information equals a closed
sale? Write a question to get the answer to each entry in
your order form. Initially, the list of questions is likely
to read like a police interview…as if you’re grilling them
for information. That’s okay.
Your next step is to take
those questions and soften them or gently lead up to them
while still getting to the answer. Instead of asking, “What
color of blinds do you want?” You might phrase the question
like this, “Mary, we have a wide variety of colors and
textures to choose from. Do you have something in mind
already for the windows in your den?” Or, “Is there a
particular color scheme you have in mind for the children’s
room?” See? You’re still heading in the direction of drawing
out the answer to “what color do you want,” but more gently
and professionally. Repeat the process with each answer you
need and you’ll soon find yourself making more sales because
you’ll be listening instead of talking.
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