When Less Is More
It is hard to let your customer talk because it takes you into scary, dark places. You turn control of the process over to your customers, uncertain about what they might ask or say. What if they ask for a brand you don’t stock or for a hot model that’s out of stock? You have to be genuine and you have to listen. Let the shopper be the star of this part of your presentation. Be patient; your turn will come.
The best sales counselors are those with the most honed and rehearsed scripts; those who know exactly what kind of questions to ask each prospect. Scripting doesn’t make you sound canned or rote, but rather confident and professional. The more you practice, the better you’ll be.
The discovery process helps you narrow the products you’ll want to demonstrate to just a few that will meet your customer’s needs. There are two kinds of questions used in learning what might be right for your buyer. Develop a list of questions that relates to each product category you stock. The first are the typical journalistic questions: who, what, when, where, how. “When will you want it? What will you want your new product to do? Who else might be using it? Where will it be used? What do you have now?”