More Sage Advice from Unit Coach

• June 5th, 2007
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This is an excellent example from Unit Coach of how to communicate with our customers:

Getting Your Customers to Persuade Themselves

I went to a party a number of years ago and met a fascinating woman. We talked for quite a long time and all the way home in the car I raved about her to my husband. She was so intelligent and professional and I allowed as how I would recommend her to just about anyone. “Really?” asked my husband, “Tell me about her.” For the life of me I couldn’t tell him anything beyond the most basic information like her first name and what she did. I was dumbfounded that I knew so little about her. She was an expert conversationalist because she got me to talk about myself. Because of her questioning skills, I felt important and fascinating. Additionally, I thought she was brilliant - someone I liked and trusted. Amazing.

In the article, “That’s A Good Question!,” we determined that if we ask ourselves better questions, we will get better answers. Asking the right questions of your customers will directly affect your success as a consultant. Why?

1. We believe ourselves.

Therapists and counselors have known for years that when you come up with your own answers and when you hear that answer in your own voice, you will take ownership of the information. The best way to persuade a customer to buy, is to get them to persuade themselves. People believe what they say, not what you say. Imagine asking your customer, “What is it about this product that interests you?” She will tell you all the positive things about it and all the reasons why it is a good product! Because she had said it, and not you, she will believe the information. You can then add to that with additional information. Be careful not to ask her what she doesn’t like, as she will then tell you the negatives thereby convincing hereself why she shouldn’t buy it.

2. No one likes to be told what to do.

When we are being told or lectured to, we often feel childish, angry, ashamed, and frustrated. The response is never positive. But we tell because it is easy. Asking is much tougher because it requires very deliberate thought and action. When you ask questions you have to slow down your thoughts as you listen to her answer. She too must stop and think in order to answer your question. And this is exactly what you want. You want her to think along the lines you are thinking…which is precisely what persuasion is all about.

3. Become fascinated with your customers.

Your customer is a fascinating, delightful, impressive, interesting woman. Find out all about her, not as a tool in order to make a sale, but because you intend for this person to be a customer for life. Most business is done on a repeat basis or through referrals. You are building a relationship based on trust. If she thinks you are trying to “sell” her, she won’t trust you. (Remember the last time you knew you were being “sold?”) If she senses your sincere concern for what’s best for her, you’ll have a customer for life. Ask her positive questions she will be delighted to answer and she will think you are an expert conversationalist.

4. Good basic questions to ask your customers.

What are some of the issues you are facing with your current skin care system?

What problems does that cause you?

What things are most important to you when choosing makeup?

What would have to happen for you to decide to buy this skin care system?

What would have to happen for you to agree to becoming a consultant?

What should I ask you about (your current makeup / your current financial situation)?

and my favorite…

Why do you need (this product / to be a consultant)?

Tags: Customer Service, Motivation, People Management, Selling