Our next step in reducing sales resistance is to ask more questions to help the client discover or expand upon his needs.
We do this by asking the right types of questions. You’re going to want to ask open-ended questions that get detailed answers and engage the client in deeper and more thought-provoking conversations. This step of needs analysis is what I call discovery and qualifying. Open-ended questions require thought on the part of the individual and encourage discussion. Avoid “yes” or “no” answers. These types of questions usually start with the basics we’ve learned in elementary school English: who, what, where, when, and why?
For example, I like to use the acronym NEADS. What does he have now? What does he enjoy about what he is currently using? What would he alter, or change? Who is the decision-maker? And ? prove to him that you have the ability to research and analyze his needs to uncover the best solution.
Now that you and your client have a clear understanding of what his needs are, it is time to help him want your solutions. In this part of the process, what we are trying to accomplish with our client is to get him to expand upon his current situation. I also like to ask questions that help clients to mentally take ownership of my financial recommendations and the solutions that will be provided by the products I sell. Products provide solutions to a client’s problems, so I sell solution-based products.