Don’t assume…
Don’t assume, rather ask questions! One of the hardest things for a salesperson is to know what their customers are thinking. Things like: is he interested or not, how much would he like to offer, when would he like to go ahead, what’s holding him up, etc. Would you believe that nor a single week goes by where brokers explain to me why their approach did not work because “I thought that…”, “I presumed” or my best “ I was telling myself that…”.
Would you be surprised to learn that to double, triple or even quadruple your revenues, you have to get “out of your head” and into theirs. This is accomplished by developing the art of asking questions. Visualize for an instant the stereotype we have of a psychologist where the patient is lying down and the doctor with his notebook is… asking questions. Why? Because it works.
The concept is quite simple; its application, however, is quite arduous. We practice the art of asking questions with our One-on-Ones every week and I have learned that there are two main reasons why it is so difficult. The first is that it is just that; a difficult ability to master and the second is that most fear the answers that might come. They fear not knowing how to overcome the comments or objections.
Let’s look at this last point, the reality is that you are in front of a buyer or seller that wants to buy or sell. Realize that the purchase or sale will not happen as long as your customer’s issues are not resolved, and you can’t resolve them if you don’t know what they are. Simply said, it is only by asking questions that you will determine how to sell them.
Imagine if you always knew the answers to these questions:
- Which home do they like best?
- How will they best use each room?
- How much would they like to offer or ask?
- Are they ready to go forward tonight?
- If not, why not?
- Are they planning to meet other brokers?
- What is their Plan B?
- How much down payment do they have available?
- How much is their household income?
Believe me; ask the questions and they will answer!
Let’s go back to the first reason. Asking questions is a difficult art to master, that is why psychologists spend years developing it. Your goal in sales is to assist the client in his decision making process and choose to go ahead and buy… or not. Again, if you are with a client, it is most probably because he wants to go ahead. It is therefore in your best interest to powerfully assist him in the process. This is done by asking questions.
Ultimately, the art of selling is much less complicated than you think. Aim for the solution, do not assume.
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