ARE YOU SURE YOU UNDERSTAND YOUR CUSTOMERS’ NEEDS?
Telepathy would be such a wonderful skill as it would mean that all of us would understand our customers’ needs without having to do any work. Unfortunately so would our competitors. In the mean time we have to develop skills as a substitute but more importantly as a distinct advantage. Far too many people in sales and marketing believe they understand their customers’ needs without even asking and if they do, do they ask the right QUESTIONS and do they really LISTEN and understand the answers?
Without doubt questioning and listening are the most important of sales skills and the top six reasons that buyers give for not choosing a particular supplier can be attributed to poor understanding or delivery of these skills. Some recent research by the Rain Group in April this year delivered the following top six reasons for buyers not choosing suppliers. Note that the percentage relates to the number of respondents who gave that response.
1. Did not listen to buyer = 38%
Example; Seller has preconceived or prescribed solution. and did not ask enough questions to determine the suitability or applicability of their solution.
2. Did not respond to buyers request in a timely manner = 30%
Example; Seller did not understand timescale or the questions to which they were asked to respond. Had the sales person summarised the customer needs this may not have happened. Failing to summaris is a failure to listen.
3. Did not understand my needs = 30%
Example; Often what is written down is not the whole story. Without open ended questions and checking of understanding will the seller really understand what the buyer is really looking for.
4. Talked too much = 25%
Example; If a sales person spends most of their limited sales time with a prospect talking, it is unlikely you they will understand the buyer’s needs! One of the 8 deadly sales sins.
5. No personal chemistry with me = 25%
Example; Did not take time to ask buyer about their personal needs and wins or to discuss subjects of mutual interest, or if they did, they did not listen and use the knowledge gained to their advantage.
6. Did not convince me of the value I would receive = 24%
Example; Did not ask enough questions on the background to the project or the drivers behind the need to develop a compelling value proposition.
Questioning and listening are also vital when it comes to qualification, objection handling and negotiating. Remember a good sales meeting should be where the sales person spends much more time listening than talking. A good quote to have in one’s mind is “You can tell how clever a man is not by the answers he gives, but by the questions he asks”. It helps if he listens to and understands the answers! (Ed).
A colleague has pointed out that there are only 60 effective selling days until the end of the year. So it is definitely time for that year end push and to plan for a successful 2014.