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Selling Smart Workshop - March 6, 2014 - Educating with Questions: The Socratic Technique for Sales
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Selling Smart Workshop - March 6, 2014 - Educating with Questions: The Socratic Technique for Sales

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  • 1. Selling Smart Workshop Series
  • 2. Selling Smart Workshop: Communicating Value with Questions Rich Austin– Sandler Training Ann Arbor John Mills – SimuQuest Joe Marr Jr. – Sandler Training Ann Arbor
  • 3. Selling Smart Workshop: Communicating Value with Questions Rich Austin– Sandler Training Ann Arbor John Mills – SimuQuest Joe Marr Jr. – Sandler Training Ann Arbor
  • 4. Selling Smart Workshop: The Board of Directors Maya Andrine - Golden Limousine Int’l. Greg Peters – The Reluctant Networker Joe Marr – Sandler Training Ann Arbor
  • 5. Selling Smart Workshop: Format Workshop 9 – 10 am:  Interactive Training Session  Addressing Common Challenges Panel Q & A 10 – 11 am  Application  Specific challenges in your business  Anything
  • 6. Selling Smart Workshop Today: Communicating Value with Questions Workshop : How educating prospects by asking good questions makes for shorter sales cycles and deeper client relationships Panel Q & A : How Socratic questioning works, real-world
  • 7. Communicating Value  Should salespeople spend more time asking or answering questions?  Why?
  • 8. Communicating Value with Questions
  • 9. Break Out of the Mold  A Sales Pro Traditionally:  Knows it all, tells it all, convinces all.  Why is all this telling not a good idea?  How will you know what they know?
  • 10. The Dummy Curve Time Salesperson Talks
  • 11. Dummy Phrases  ―Did you mean…‖  ―Tell me more about…‖  ―Help me…‖  ―I think I understand…‖  ―I don’t suppose…‖  ―You’re way ahead of me…‖  ―Let’s review…‖ etc., etc.
  • 12. Nancy & the Seagulls
  • 13. Rules  No buzzwords.  Don’t spill your candy in the lobby.  Don’t paint seagulls in your prospect’s picture.  Learn all you can about your stuff—just don’t tell about it.
  • 14. Learning to Ask Questions  Prospects are comfortable asking questions, salespeople are comfortable answering them  But many questions are smoke screens If you are not sure: • Why the prospect asks a question, ASK • Of the underlying intent of the question, ASK • Of the importance of the question, ASK
  • 15. (More) Rules  No buzzwords.  Don’t spill your candy in the lobby.  Don’t paint seagulls in your prospect’s picture.  Learn all you can about your stuff—just don’t tell about it.  Your value as a Sales Pro is determined more by the info you gather than by the info you give.  No mind reading.  When reversed, a prospect will always redefine his question.
  • 16. Reversing Insights  3+ Reverses to clear the smoke  First two answers are intellectual  3rd is emotional  Use softening statements
  • 17. Reverses You Can Use  ―You must be telling me that for a reason.‖  ―And you’re pointing that out because…?‖  ―Why did you ask that just now?‖  ―When you say you’re unhappy with… …what does that mean?‖  ―Is that a big concern?‖  ―If we could provide that, what’s the next step?‖  3rd or 4th - ―Like…‖, ―Which means…?‖, ―And…?,‖ ―You’d like for me to…?‖
  • 18. Soft, not evasive or aggressive  Begin all reverses with a softening statement.  Answer every question with a question, but soften it first.
  • 19. Use / Vary Softening Statements  ―I’ll be happy to...‖  ―I’m glad you asked.‖  ―Good point.‖  ―I appreciate that question.‖  ―I understand.‖  ―That makes sense.‖  ―A lot of people ask that.‖  ―That sounds important to you.‖
  • 20. Softened Reverses  ―I’m glad you asked…and you must be asking me that for a reason?‖  ―Good point. And if we could provide that, what’s the next step?‖  ―I understand the question. But do you mind sharing why you asked it just now?‖  ―That makes sense. And is that a big concern?‖  ―That sounds important. And it’s important because…?‖  I appreciate your insight. And when you say you’re unhappy with… …what does that mean?‖ 3rd or 4th reverse - ―Like…‖, ―Which means…?‖, ―And…?,‖ ―You’d like for me to…?‖
  • 21. Another Rule: Never answer an unasked question.
  • 22. Educating with Questions Educating With Questions Worksheet One powerful method of conveying information is to ask questions, the answers to which are the information you want them to discover. There are two parts to your questions: 1. Opening – Begin with a statement such as “I don’t suppose . . .” or “Did we discuss . . .”, or “If I were to say . . .” 2. Benefit statement – Describe the benefit from a feature you are offering, using conversational language. Feature Benefit Educating Question Qualify budget before proposing Propose a solution that is in budget If I were to say that the solution I’m thinking of offering you is well within that budget, what would you say? Disqualify prospects early Save time wasted on unqualified prospects Let’s suppose that you could save the 10 -20 hours you say you waste on unqualified prospects, would that be important?
  • 23. Exercise – Pair-off  Write 2 or 3 Educating Questions of your own – 5 minutes  Question a partner “prospect”  Partner provide feedback, help refine
  • 24. Lessons Learned  One takeaway  Can you use it?  On Business Card:  Questions – “Q”  Speaking Opportunities – “S”  Contact me – “C”  Raffle
  • 25. Questions for the Panel On break take a moment to write questions for the panel about:  The workshop  The panelists application of tactics  Specific challenges in your business  Anything
  • 26. Selling Smart Workshop: Communicating Value with Questions Rich Austin– Sandler Training Ann Arbor John Mills – SimuQuest Joe Marr Jr. – Sandler Training Ann Arbor
  • 27. Selling Smart Workshop Series April 9, 9-11 am  Understanding Your Prospect’s Reasons to Buy  In this session, you will learn how to uncover a prospect’s compelling reasons to buy: needs, wants, challenges, and/or problems, or ―pain.‖
  • 28. Selling Smart Workshop Series