A common mistake of sales people is to blurt out every feature their product has. For some reason we think that burying a prospect under a mountain of technical knowledge will be a benefit. But what if we took a different approach?
An approach whereby we keep the handbrake on the features engaged? Instead, we ask questions. Allowing the prospect to open up. What they are looking for, how they think they might need to go about it, and the types of tools they will want to help achieve it. Let them talk it out.
The great sales endeavour is to be the authority, someone the client can give the improvement of their business to: Without hesitation. Curbing the urge to blast 20 different features out can be a difficult task. Instead, we flip this into a question about a particular pain-point one of these features solves.
A platform such as GROM has potentially over 20 independent features that exist as part of the solid foundation the platform is built upon. As someone who is in deep with GROM, I can sit there and reel these off with great enthusiasm. They excite me - they should excite the client as well. Well, not always.
For example, a favourite feature of GROM is our reporting function. It shows clearly where they stand financially from each of their clients. The implications of such data are far-reaching. Accountant needs to see at a glance what the month/quarter will look like for the bank. Sales is curious about a once good customer that has ordered 20% less this period. Is the customer looking to build an ideal client profile? Do they need to see if a marketing campaign has produced the desired results?
All of these different departments can find solid data within the one function. But how would the prospect see such brilliant insight can be gained from something as banal as “reporting functionality”? Especially when it is buried in between 10 other functions they may or may not be interested in?
By asking leading questions that will tease out what they are facing. It will help the prospect open up about the nature of their business. So we might like to change “Oh and I’m sure you will love our reporting functionality, you can see how much money is coming in, whenever you want.” This could be better highlighted by leading with a question. How about “If you could check in on a client to see why they are ordering less from you, much earlier than before, what would you do with that knowledge?” Your prospect will more than likely be moved to think hey, this person really wants to help - he gets us. They open up about how they have indeed been challenged by a recent competitor trying to poach clients away from them.
Now we have some even better insight to sell the cream of capturing these signals much earlier - with a tangible and real example THE PROSPECT told us of. Moreover, establish greater rapport with our prospect as an empathetic person who actually listens to my concerns. Most importantly, both parties have gained new knowledge of the business - double win-win!
Give it a try with your next meeting. Ask a question about how your favorite feature might work for them. It may feel a little odd at first. (Anything new always does) But it will draw your prospect closer and get you to the line better prepared!