by Will Kester

Created on: May 24, 2007

The question the salesperson wants to hear is, "Can you deliver it today?" Before that question is asked, the customer has many more questions that need to be answered. The trick is to get them to verbalize the unasked, and consequently, unanswered questions.

"Are you the right salesperson in the right showroom for me?" is the first thing a salesperson needs to answer, quickly. "Yes, I'm the right person in the right place at the right time to fill your needs, treat you with respect, and answer all your questions." This exchange occurs silently in the first few moments, and it is critical to the process.

The exchange usually starts with the salesperson asking questions. "How may I help you, today?"

"We're just looking."

"What is it you are looking for?"

Asking the right opening questions and establishing a relationship with the customer will lead to questions from the customer. "Does it come in green?" How to get the questions asked is where the sale is made or lost.

"It comes in assorted colors," will prompt the question, "Does it come in green?"

"It has many luxury appointments," will prompt the question, "Does it have lots of cup holders?"

Once the customer begins to ask the right questions, it is the salesperson's job to follow up with the right closing questions. "Are cup holders important in your choice of autos?"

"Yes, with five children, enough cup holders is important."

Show them the green one with eleven cup holders, not the sports model in red with two cup holders and ask if they would like to take it for a drive. When they ask, "May we?" you have them asking the right questions and are headed to the ultimate question, "Can you deliver it today?"

Along the way they will ask other questions, like, "How much does it cost?" How you treat them and how you answer the questions will be important, but you first need to help them get the questions asked, and that is where you make or lose the sale.

"What were they interested in?" the sales manager asks as they leave the store.

"They were just looking," you answer.

"What were they looking for?"

"I don't know. They didn't say," is a really bad answer. They were probably looking for the right salesperson at the right time with the right answers to their unasked questions, and a green one with lots of cup holders.

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