Earlier this month I wrote a post on the Blog version of The Pipeline, titled “Questioning The Path You Are On”, which looked at a way to change the direction of a cold call before it hit its inevitable conclusion of no engagement. I looked at how Impact Questions, a form of closed ended questions, can help change the direction and outcome of a call. As highlighted at the end of the piece, here we want to look at two specific ways to leverage Impact Questions in the face of objections.
When my husband kissed me goodbye at the airport on November 6th, I had no idea it would be for the last time.jk
I was flying home for a day and then on to Boston to speak at HubSpot’s big INBOUND conference. Fred was staying at our condo in southern Utah to spend a couple weeks golfing.
That’s not how things turned out. Two days later he died of complications from PSC, an autoimmune liver disease. I made it back to say good-bye; so did my kids. It was tough. We all miss him—a lot.
Feel like you’re drowning in email? Like it’s a never-ending issue too? Most of us are—yet we have to keep checking because it’s our primary way to communicate with our prospects and customers.
But our inboxes are also filled with clutter. You make an online purchase and next thing you know you’re getting tons of promo emails. You donate money to a good cause and now hear from them weekly. You download an ebook and get added to that company’s list. Plus, we get spammed to death.
I remember when the first Unplugged wave came up in music. Bands and singers were made to ply their craft or art, all without the aid of technology, automation, sequencing, sampling lip-synching or any of those things that required a socket and cord to work. You quick found out who can play, sing and perform music, and just plain couldn’t, to borrow a phrase “Who was a musician and who was just a star.”
It’s the technique of telling your customer ahead of time what questions/topics you would like to cover/ask the next time you talk with them.Example…
REMEMBER: They were not anticipating your call and were likely busy doing something else. A typical approach would be to immediately jump into your “pitch” or start asking lots of questions hoping to peak an interest, have a discussion and find a need.
You provide a basic introduction, ask a few quick qualifying questions, and then back off. Ask for permission to send them information and to call them back (preferably book a phone appt to call them back). In addition, tell them what you would like to discuss/what the agenda will be when you talk next.
Since the person you’ve contacted was not anticipating your call, their natural response will often be defensive. Using the Permission Approach, you gain trust, relax them and open the door for a better quality conversation when you talk the next time.
Question: What is your customer really buying? What keeps them coming back? What is going to make them refer people to you? What will decrease the importance of just price alone?
Answer: The overall buying experience your customer has when dealing with YOU.
Below are some scenarios that feature 2 different approaches. Describe the difference in terms of the experience from the point of view of the
buyer. Who would you want to buy from?
You’re a marketer, not a spammer. You want to continue to reach your target market via email, but – through no fault of your own – CASL issues have decimated your lists and made building, or rebuilding, a new email marketing infrastructure a costly, time-consuming headache.
Years ago, I interviewed for a Vice President of Sales position with a mid-sized services firm. Everything was going well with my interview with the CEO of the company and then the question came. It is the favorite question of CEOs everywhere. Yet, it is also the most ridiculous question to ask a Vice President of Sales candidate in an interview.
“So, how much revenue can you drive for us this year?”
I thought it was a joke, but he wasn’t joking. Maybe it was a trick question, it wasn’t. So, I said, “Before I answer, may I ask you a few questions?” He acquiesced…
How many sales people can I hire?
What is the marketing budget?
What is the travel budget?
What is the budget for cost of sales?