Selling Technique

3. Asking Questions

Whether you are selling face to face or over the phone, asking questions is essential if you want to understand your customer's needs. Do not attempt to sell at this point.

3.1 Make the customer want to answer further questions.

• Start with questions to which you know the answer will be yes. For example, 'Are you interested in reducing your production costs?'

3.2 Find out the customer's situation. Use open questions that cannot be answered with a simple yes or no.

For example, 'How do you plan to reduce your production costs?'

• Identify areas your product relates to and needs that it can meet.
• Try to establish what the customer's business would be worth to you.
• Show your understanding of the customer's field of business. For example, 'Yes, now you are getting orders abroad, distribution must be more of a challenge.'
• Encourage the customer to ask you questions.

3.3 Listen carefully and take notes.

• Check you have understood the customer's needs by summarising in your own words what he or she has said.