Most salespeople talk too much.
They too often forget that the sales interview isn't about them or their product or service; it's about gaining the trust of their customer, learning about the customer's problems, and educating the customer about how their product or service can help solve those problems.
Salespeople are also afraid to let their customers do most of the talking because they are afraid they will lose control of the interview. They don't understand or have forgotten that, using questions, you can lead the customer to discover the value of the product or service you are offering and get their agreement to buy.
Questions That Sell is an exploration of how to use questions to lead a customer through the sales process. Although the book focuses on corporate sales, with a little thought and imagination the concepts can be extended to consumer sales or other selling situations.
By using questions to better understand the customer's situation, the salesperson is assuming the role of a consultant instead of a peddler, which helps to build a relationship of trust with the customer.
Some of the areas that Paul Cherry includes are getting appointments, problem identification, qualification, expansion and comparisons, visualization of results, and handling objections.
Just reading this book won't be sufficient to improve your sales results. You will need to use the ideas and examples to develop your own questions for your interviews or other selling situations as part of the sales planning process. Professional selling isn't easy; it's hard work requiring time and thought.
Questions That Sell is advanced sales education material that will be valuable for anyone who needs to persuade others. In various settings, that includes all of us.
Buy it on Amazon: Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants.
For more information about Paul Cherry, visit his website at www.pbresults.com.
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