There are four questions that can help place your company in a better position to win the sale before even speaking to a prospect.
- What’s the prospect’s past buying history? Knowing the answer to this question may help you discover what prospects base their buying decisions on, as well as what their priorities are when considering which product or service to use. It also provides an idea of whether the prospect has a long-standing relationship with an incumbent supplier.
- Why aren’t they already doing business with your company? Looking back at your own company’s records may uncover problems the prospect has had with your company in the past, and/or benefits your competitors offer that helped woo the customer away. It may also provide a way to break the ice (if your research reveals the prospect did in fact do business with your company in the past).
- Does your product or service address a specific need? Consider the sale from a customer’s point of view. Why is your product or service more valuable than a competitor’s? What problem can you help the prospect solve? What challenge can you help him/her overcome? The more clearly a prospect understands the answer, the better the chance you’ll win his/her business.
- What role does the prospect play in the buying process? Knowing whether a prospect has buying authority is helpful, but knowing who the others involved in the decision-making process are is equally important. Presentations and proposals are more effective when they’re focused on all the decision makers involved in the process.
Source: “Seven Questions You Should Be Able to Answer About Your Prospect Before You Try to Close the Deal,” by Stephan Schiffman.
