Posted by Ken Rogner on September 18, 2009 at 12:06pm
Two questions that create “partner-opportunity”By: Ken Rogner, Corporate Sales Educator, POOLCORPMy daughter, Stacey, has spent a dozen years doing sales management and sales training in the high-end retail and designer jewelry business and I have spent thirty+ years as a sales trainer and manager in wholesale distribution. I thought the strategies for success in selling were a lot different but she says…not!Certainly in wholesale distribution it’s obvious…if you can’t build a long-term relationship with your customers (what we usually call "partnering")…forget about it! There are a limited number of customers out there so you can’t afford to “burn” any of them or make any mistakes. You have to know and understand them, what they value and what their goals and aspirations are. That determines their needs. You have to know the products and services your company offers well enough so you can match them to the customers needs. Remember, the customer’s needs are anything that will help them accomplish those dreams and goals…and that’s what makes you his partner in success. “Know your customers and know your stuff” is a great way to build those elusive “partner relationships”.My daughter says the same rules hold true in selling any high-end product at the retail level and “partnering” is just as important. Your best opportunity for future sales lies with the customers that you have established a strong relationship with. If you know a customer well enough to understand their dreams you are in the best position to capture future disposable income. We also have to recognize which of the common justifiers they are using to rationalize the purchase of discretionary items. The common justifiers include, quality of life, pleasure, beautify the home, relaxation, stress relief, entertainment, status, etc.Just as the wholesale distributor has to match his/her product or service to a customer’s need, the retail salesperson does as well. In the challenging economic times we live in today, particularly in selling discretionary products, every advantage you can create for yourself can make the difference between success and failure.It’s hard to forge strong relationships (partnerships) in a short period of time but I am convinced a large part of the solution to this issue lies in two questions (or combinations of questions) that you can ask early in the relationship-building process. You may change the tone to fit your needs and you should certainly tailor the questions to make sense for your products.Here are my two “partner-op” questions that are about your customer’s goals and dreams that should help you to be part of the customer’s plan:First for wholesale customers (after you have discovered your usual stuff like sales volume, number of employees, finished product, consumer orientation and other common stats) a salesperson should ask: “Do you have any large projects or goals that you are working on for this year (this month/this season/this session), any business expansions or location moves?” If you don’t know them well, you can add something like “Even if it doesn’t have anything to do with our current line of products, there are so many things happening so fast that perhaps I can help with something that is only on the drawing boards at the moment.” “Whatever will help you reach your goals is good for us as well”. These questions are aimed at initiating a conversation that will uncover opportunities to serve as a partner in the future.For retail high-end-consumer product sales (after you have learned where they live, what they do, how many in the family, hobbies and other needed stats) a salesperson should find a comfortable way of touching on their justifiers (those reasons we use for justifying discretionary purchases): “In your business (in your world), how do successful people show that they are successful and does that generate future business success? What dreams do most of them have and how can others tell when they have “made it”? “Does the product I am showing you help to identify success for you?” “Would it help your “success-image”? “Perhaps if I don’t have the exact thing you need, I could help you find it”.The second “partner-op” question(s) for the wholesale customer is; “It seems like the economy and our industry is going through a lot of changes right now, what do you think has the most impact on your business?” “Are there some ways that I could help you to solve those challenges?”For the retail high-end consumers, the second questions could be a variation of the same: “With the challenges that today’s economy brings to your world, tell me what I can do to be of help for you because my future success depends on my relationship with you and other folks just like you”. “In your opinion, should I be in some other kind of business?”The most simple questions (and combinations of questions) always come down to the same bottom line. A successful sales person has to know what the dreams and aspirations of his/her customers are. Addressing those dreams and aspirations is how we provide real value.
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