- Professionals do not understand what their services do for people.
- They are consequently very narrow in their selling of them, resulting in missed opportunities.
- They tell people what they do rather than looking for issues or problems to fix.
- They are unable to teach other partners what to look for in a client and so cannot cross-sell.
- The accepted approach to selling professional services face-to-face is to create rapport and discover a hook to hang your services on by asking lots of interesting questions
- The best professionals use paths of questions, designed to uncover desire for specific services, only moving from one path to another when they are satisfied that they have discovered enough
- This is very different from the normal approach, where the conversation is an understanding of a prospective client’s whole situation, hopefully uncovering needs along the way
- ‘The Architect of Needs’
- Two Parts:
- 1) The Questioning Filter. Understanding of how the paths work, designed to create desire for a service or group of services.
- At the top of the filter the experts start with general Open Questions which lead into a discussion about their prospects business, situation or department. Then they direct people, once again through questions, down specific paths, their objective is to find whether a situation exists for which their service can help.
- 2) The Question Designer. A methodology to interpret your services into questions.
- The essence of the Question Designer is to understand your service so well that you can spot every situation that will lead someone to want that service. Once you know the situations you are looking for, you just have to design questions that will lead people in the right direction.
- In the first column is the service name with sub classifications of the service or features, the second column a list of all the advantages your service or that feature can give anyone in any situation. In the third column you have to consider the scenario that people would need to be in to benefit from the advantage.
- Once dealt with, you simply create questions that will establish whether your prospective client is in a situation to benefit from your service or not.
- Selling is just a chat and the secret is not to just be flamboyant and socially rounded, but to also be a dogmatic questioner; following a line of questioning right the way through to a conclusion, to identify where there is a need or not.
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