What Customers Want to Know About Salespeople Before They Buy

6. Will the salesperson provide me with customer references?

While this may not be necessary for every sale it’s a helpful tool for creating confidence. Having a list to satisfied customers who are willing to share their experience creates confidence and trust.

7. What type of support can I count on after the sale?

It’s so easy to be so focused on making a sale that we can forget that this is a top-of-mind concern for many customers. It comes up because they’ve had bad experiences in the past. Not only providing contact information, but introducing them personally to a go-to person provides reassurance.

8. Can you tell me something about yourself?

Even though most customers may not ask a salesperson this question, don’t think it isn’t on their mind. For some reason, we feel better knowing about those we are doing business with. It makes it more personal and puts us at ease.

9. What’s my recourse if I’m not satisfied with my purchase?

No one wants to do battle if a problem arises. They don’t expect to be ignored or given the run around. They want to be dealt with fairly. Yet, as we all know, horror stories and one-star reviews abound. The best solution is to anticipate the issue and make clear the path forward — in writing.

10. What will happen if working with you isn’t a good fit?

Think about it. There’s no law that says random customer/salesperson pairings are a match made in heaven or anywhere else for that matter. That’s absurd! Yet, we assume that in some magical way they are. Anticipate the question and have your answer ready. It will create confidence.

11. What type of guarantee or warranty comes with my purchase?

Concerns about guarantees and warranties are a sensitive issue, particularly since the Internet serves as a public platform for expressing real or self-serving complaints. On top of that, there’s often a lack of transparency. Smart companies spell out the coverage clearly in writing. Because words make a difference, savvy salespeople go over it with customers to clarify the terminology.

12. Why should I do business with you?

This is an endless loop playing behind all these customer questions. It’s the 800-pound gorilla in the room, and it can even supersede the importance of the purchase in the customer’s mind. It boils down to this: “I want to know why I should give you my money? What’s the whole package, not just what I’m purchasing or even the price? I want to feel good about what I’m doing.” A word to the wise, if you want to make more and better sales, have a short but compelling answer to the question, “Why should I do business with you?”

The old saying, “Keep your eye on the ball,” is certainly true if you’re selling. But even more to the point is keep your mind focused on what’s going on in the customer’s head.

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John Graham of GrahamComm is a marketing and sales strategy consultant and business writer. He is the creator of “Magnet Marketing,” and publishes a free monthly eBulletin, “No Nonsense Marketing & Sales Ideas.”