|  One of the first things new sales associates learn about how to sell a product are “Selling Steps”. Some of these guidelines come from manufacturers, some from retailers or even other outside sources. But all are similar in that they help organize the process of the sales presentation in an effort which leads the customer to a purchase.
A typical process would be: Greet, Qualify, Demonstrate, Overcome Objections, and Close. There are many variations and many are very good, in concept. But in reality, they don’t always work as well as we would hope. Here’s why. Shoppers don’t have a script, they don’t know their part, so they know don't always follow the selling step process.
We know that consumers want to have unique buying experiences. They want to know that they've been given the best opportunity, information and advice for their own particular circumstance rather than having been run through the same “system” as everyone else. Using the same pitch, asking the same questions or following a formula, makes the “pitch” come off as being “canned” or stale thus greatly limiting one’s effectiveness.
Enthusiasm begins to wane over time and sales associates can become complacent and detached which translates into a perception of lack of care or concern.
Pushy is not Good As discovered from interviewing numerous shoppers, sales associates that follow a strict selling step process come off as being pushy. Pushy is not good. Empowered consumers know they can walk ou,br.t the door and buy their products elsewhere.
So what do we do? Should we just have no plan at all and just see what happens? No. There really is a Better Way to Sell - it's the Guided Discovery method, instead of Selling Steps.
The Guided Discovery Method
The best of both worlds - the Guided Discovery Method gives purpose and direction to the selling process, while allowing for and addressing each individual’s concerns and needs. And it discovers what those needs and concerns are.
Using guided discovery will not only give your customers that unique buying experience that they desire, it will also make your job more interesting and fun. Each sale becomes a new and exciting challenge of discovery and solution, and will take different paths that all lead to the desired outcome of your customer choosing to buy a mattress, a furniture piece, an appliance, a new TV, or a service plan because they WANT to.
The information you gather will give you supreme advantage over the normal sales routine, and your customers will more likely end up with the product that’s best for them.
The Process Guided discovery takes the normal selling step process and infuses it with highly effective questions. You must then consider your customers answers and respond to them before going on the next phase of the process. By doing this, each sale will take a different course, with you leading the way.
Are You Asking The Right Questions?
For each product or product category you’re selling, either a tangible such as furniture, appliance or bedding or an intangible such as a service plan, you will need to develop a customized set of questions.
And more importantly, are you listening to the answers? Asking questions conveys a message to your customers that you care about their needs. Asking the right questions can be the determining factor of whether you or your competitor gets the sale.
Stop, Look, and Listen
In an effort to “make the sale” it is easy, and habit-forming to be so concerned with what you are saying that you don't hear what customer has to say. Slowdown, look at your customer while they talk and even repeat some of their answers back to them. Pause and consider before you start talking again. There is insight to be gained by understanding what their answers mean. This approach creates a more pleasant and relaxed atmosphere for all involved.
Hey, I'm on your side - The Greeting
Establishing rapport can help disarm shoppers seeking that elusive best value. Do you ask your customer's name? You should. Ask, “Have you shopped with us before?”Who, What, When, Where, Why?
Qualifying
Qualifying questions gather basic facts that are essential to getting started. From your qualifying questions and answers guide your customer to the product best suited to their needs. Continue to refine the qualification process paying close attention to their answers.
Overcoming Objections
Here's an idea. What if you raised objections to overcome? This is a great opportunity to increase the likelihood your customer will be satisfied with their purchase. Getting these issues out of the way will give your customer confidence in their choice.
Closing
Incorporating effective questions through the selling process can help make the customer ready to buy and make closing a mere formality.
To Sum it Up The wonderful paradox of selling is that putting your customer's needs above your own brings you greater rewards. Asking the right questions is a great way to increase your sales. You can start to see the effects immediately as you incorporate them into your presentations. It’s easy to transform from Selling Steps into Guided Discovery.
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