First, improving reps’ ability to diagnose needs on the fly proves colossally difficult - especially among average performers. But while it sounds great on paper, this approach suffers from two major problems. If we can understand what’s keeping customers up at night, we can build tight linkages between their problems and our solutions, thereby improving our chances of selling something.Īs a result, companies have poured money into teaching their reps to ask better questions.
For years, most sales training has focused on a single core principle: the shortest path to sales success is a deep understanding of your customers’ needs. To understand what makes this question so destructive, we need to first understand where it comes from. But while it seems innocuous - maybe even the right thing to ask a customer - it’s a question that simultaneously prevents sales while also destroying customer loyalty. This one question is probably asked by more sales people in a given day than any other.
Read the first, third, and fourth entries. The second article in a four-article series.
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