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21 Century Salesperson - Part 3
If you missed the first 2 parts of this series, click below...
In this third article in the series we address the question "Which is the most important of all the recognised classic selling skills?"
If we think for a moment of the range of skills a salesperson requires...
- The ability to create relationships
- Being able to present clearly, verbally and in written form
- Have the confidence to handle blocks, objections
- Planning and analytical skills
- To be able to be an effective negotiator
- Effective questioning skills
- Be able to build and gain commitment
This is not the total list, but it illustrates that the effective salesperson requires a range of competencies and skills. But is there one skill that can be prioritised above all of the others?
Of course possessing only one skill in isolation would not result in an effective salesperson. But, is there one skill, which, if it were not present, would result in a total failure of the sales process? My feeling is, YES, there is one and that is the ability to ask questions.
Why? If we consider a solutions based sales philosophy, which is widely accepted as being the most effective, what does it depend on? Being able to identify customer needs before a solution is presented. This is fundamental if solutions are to be focused to a customer's needs. The more focused and relevant the greater the likelihood of customer agreement.
Basic sales training has always covered the differences between open and closed questions, but questioning skills involve a lot more than this, for example..
- How to create a dialogue rather conduct an interrogation
- The importance of sequencing questions so that topics are introduced in a sequence that is logical for the customer
- Being able to ask searching questions in a non-threatening manner so that latent needs can be uncovered and converted to agreed needs, thus opening up additional sales opportunities
- The ability to adapt questioning styles to best match the behavioural style of the customer
- Asking questions is a key skill, but so are the skills of being able to listen and being able to assimilate and interpret information - so we would see that these are linked skills
There are a number of strands and dimensions to developing effective questioning skills. If questioning has always been a core skill, why has it become more important in the 21st century sales environment? There are a number of factors, the two most significant being:
(1) Increased competition
It is increasingly difficult to achieve differentiation in pure product terms. The difference can be achieved by finding out more about the potential customer than your competitors.
(2) Increased complexity
The move to Account Management in many sales organisations means that sales people need to find out a lot more about their customers so that they are able to develop a strategic relationship. This requires more than simply establishing their needs for your services. It involves understanding the customer's strategy, their goals, organisation decision making process, their environment and culture. To gain this understanding requires being able to create a dialogue with potentially a number of people in the customer's business.
In summary, to answer the opening question, my vote is THE ABILITY TO ASK QUESTIONS. It is only a view, albeit one that is supported by logic. However, I would appreciate hearing your views on the subject. Please email me at richard.moxham@hrteam.co.uk
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