Engaging the Buyer – Scott’s Sales Yoga Thought for the Day

Buyers expect salespeople to vomit details all over them, making this expectation a huge opportunity. Practitioners of buyer-centric selling engage prospects and clients in highly collaborative conversations. This is one of the few aspects of selling we can actually control.

To achieve this:

  • Eliminate leading (multiple-choice) questions as they confine the buyer to your choices instead of hearing their needs and details.
  • Limit the use of locking (yes or no) questions to confirming details and closing the buyer since these gag the buy, shutting down their sharing of important details.
  • Avoid open-ended questions as these are usually long-winded, forcing buyers to focus more on the questions instead their own answers.
  • Generously use launching questions. These provocative inquiries are ten words or less, allowing those answering to give more details since they slow down the brain and evoke more information.
  • Employ integrative questions that frame their answers into additional questions. This fully engages the buyer in a fulfilling, collaborative dialogue that is memorable to them and more helpful to you in meeting and exceeding their expectations.


Views: 70

Comment by BI Recruiting Group on July 11, 2014 at 1:23pm

Thanks Scott, great article. I think it's also helpful to consider when coaching candidates prior to each interview. Just like buyers expect salespeople to vomit their pitch, so do hiring managers when they're interviewing candidates. How many candidates think that "sell themselves" means regurgitate every feature and benefit they have to offer a company based on a job description PRIOR to discovering what's truly important to the hiring manager? 

In my experience, interviews are most successful when become more like your buyer-centric collaborative conversation rather than the typical interrogation by the hiring manager. Sure, it takes the candidate to step out of the box a little to get this sort of engagement. But coaching candidates on how to  has been invaluable in closing deals in the past. 

Thanks again, Scott.


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