A Personal Struggle
At some point, I was having trouble having business conversations with my clients. I would give them information and do a demo. Then I’d simply wait and follow up.
I was trying to close them in the demo. Why? Because I wasn’t building value in the conversation. I was simply trying to use the demo as a crutch.
The way to build value in the conversation is being able to have business conversation.
Strategies for Having Business Conversations with Your Clients:
An example of this is Toyota’s questioning model where you ask the 5 why’s until you get to the root of the problem.
Ask more meaningful questions. Do role plays to practice.
In the book, The Science of Selling By David Hoffeld, he discussed the three levels of questioning.
Level 1: Surface-Level Questions
Never assume in sales. Don’t assume clients know their problem because they may not.
Level 2: Meaningful Questions
Don’t be afraid of asking a second question and think you’re going to irritate them. Don’t just jump into giving them a demo.
Level 3: Revealing the Actual Problem
Go even deeper and ask the client how they think your solution can change their business. Build your value around the idea of how this can impact their business.
The Science of Selling By David Hoffeld
Maximum Influence by Kurt Mortensen
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