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are experts in teaching their customers how to ask the correct questions. Marketing campaigns like Wendy's hugely successful, "Where's the beef?" and Burger King's "Have it Your Way!" campaigns taught consumers to ask more pointed questions; questions that when answered will ensure maximum satisfaction.

3. Car salespeople are still learning that women are becoming more knowledgeable about buying cars, but they need help in knowing exactly what to ask for. What these women appreciate is the salesperson who gently suggests that they may want to know exactly what a "hemi" is, or why they'd choose an all-wheel drive over a front-wheel drive. This gentle encouragement towards getting answers increases a consumer's confidence towards a buying decision.

4. Surveys are excellent ways to find out what your typical customer knows, and doesn't know. A well-crafted survey will bring in a wealth of information in the areas that a customer needs to ask for more information. Once those areas are defined, a tip sheet can be formulated outlining the questions a customer should ask before making his or her next purchase.

In the case of a realtor, a quick email with 5 of the top questions to ask before purchasing a house, would go much farther than a fridge magnet or a calendar.

5. The worst kind of sales experience is one where the salesperson blabbers on reciting benefits as though reading from a grocery list. This is usually not a successful sales technique; but it is a very successful "lost" sales technique.

Suggesting a question is not the same thing as providing an answer, although the two can sound very much the same. For example, a shoe salesperson might say, "These hiking shoes have a unique design that makes them more comfortable for walking long distances." The normal response by a customer, would be, "Why is that?" The salesperson is already armed with the answer that will build customer confidence towards the purchase of this particular brand of shoes.

CORPORATE SUCCESS:

The formula for a successful execution of a company's CRM strategy lies in matching the product to the customer's specific needs; but this can only result when a company's customers know how to ask the right questions.

With planning and market research, analyzing and strategizing, and a creative execution of the resulting data, a company will ensure that its customers are well-informed; that its customers know how to ask the right questions, enabling them to feel confident about their next buying decision; and best of all (in the face of heavy competition) that its customers, remain its customers.

Learn more about this author, Sheree Zielke.
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