by Sheree Zielke

Created on: May 18, 2007   Last Updated: May 22, 2007

How to help your customers to ask the right questions? Seems like an odd question, doesn't it? Isn't it the customer's job to figure out the right questions to ask? That would seem logical, wouldn't it? Except if you are a top salesman. Then you know that it is indeed YOUR job to ensure that your prospective customer is asking the right questions.

In today's corporate world, there is a strong emphasis on "Customer Relations Management" (CRM). Teaching a customer the right questions to ask is a very key part of success of any company's CRM strategy. And that strategy lands firmly on the shoulders of the company salespeople.

A successful salesman knows that an informed prospective customer is just a breath away from being a buying customer. He also knows that customers are more open to hearing information in response to a question they've asked, rather than having unsolicited information spewed at them.

The more questions a customer asks, the more informed they become, and the more likely they are to make a purchase. And because they were provided with a product that met the needs expressed in their questions, this customer will be happy, and will be more likely to tell others about their positive experience.

CUSTOMER PROFILES:

It is relatively easy to meet the needs of a customer that comes armed with the right questions. This consumer has a clear list of desires and they are able to communicate those desires to a salesperson. But this perfect customer is in the minority. It's the majority of difficult customers who need help in learning how to ask the right questions.

Most customers fall into two categories: those who know very little about your product but pretend to be knowledgeable; and those who know a great deal, but who are resistant to new information. Both types are difficult to encourage towards asking the right questions, but it can be done.

TEACHING YOUR CUSTOMERS THE RIGHT QUESTIONS TO ASK:

1. It doesn't matter what product you are selling; preparing the answers is just part of the sales process. The brilliant salesperson, the cunning advertising executive puts him or herself into the costumer's shoes, and determines the questions that need to be asked. They write those questions down and then in creative ways, get the questions into their prospective client's hands via a variety of means: letters, newsletters, web sites, blogs, emails, billboards, product reviews, magazine ads, printed feature articles.

2. Promote, promote and promote. Fast food restaurants

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