In the last article, we discussed the difference between asking questions and probing. When you are asking a question, (Point #2) you are gathering information. Our next point # 3 is probing. Why should we probe? You need to qualify a customer and identify their needs, wants, and desires. Identifying customer needs, wants, and desires is what leads to the sale. Most likely, you will not be able to do this by fact-finding only. You must find out more than just the basic information. Probing is the art of becoming your company’s private detective salesman. We want to build on this premise. A private detective salesman has to dig and assess the following:
1. Discover what kind of computers, scanners, printers, and
equipment the potential customer needs for the present and for
the future.
2. What size and type of computers, scanners, printers, and equipment
are they using?
3. Are they happy with the present system?
4. Have they been planning for future growth in their budget?
5. Are they happy with their present computer and service company?
6. This is key. You need to be observant when you are on location to
see what employees think of their present system.
7. Evaluate the location and try and visit with people, in order to
get free information.
8. Can you and your company be competitive with your products and
services?
9. You need to build a case for you and your company.
10. You need to do your very best to get to the bottom line and truth
about their needs.
There is much more we can add to this list, but you get the picture of what we need to get done, as sales people. The most important part of probing is to building your case for your product, service, and company. At the same time, you build a business relationship with the buyer. Let’s look at a simple question from the sales person and the response from the customer or buyer and then, a probing question from the sales person:
Question
“What kind of computer equipment do you use here at your
business?”
Customer
“We have hp pavilionmx50 computer systems.”
Probing by the sales person
“Do you feel that the computers are adequate for your present
business needs?”
“Also, are you planning for the future?”
Important Warning:
Do not present your product and service when you are asking questions and probing. You must wait! The next step, which is called ’The Presentation’ is Point Four of The Sales Cycle. The Presentation is where you show your knowledge of their needs and knowledge of your company’s products and services. This is where you build your case as to why they should buy from you, and use your service company to maintain their equipment. Remember to listen for the free information that the customer will give you. Show the customer that you were listening when they were explaining their needs, wants, and desires, by fulfilling their wishes.