Four Questions You Should be Asking Right Now
A recent conversation with a friend started a discussion around how to have meaningful, empathetic, and effective conversations with prospects and customers right now. This framework works now and always.
Christie and I were talking to the wonderful Bernadette McClelland for an upcoming episode of The Why and The Buy podcast, and we got to talking about starting conversations with clients and prospects. What came next was golden, and while I don't write scripts for clients (or anybody for that matter), this is about as close as you'll get.
"How's your business right now?"
This feels like a soft opener, and in most cases it is, but everybody seems to be in a different place right now. Heck, even some businesses within the same industry are doing much better than others. You can't make assumptions, so make sure you listen well. Remember, in times like these, people are looking to connect and share, so make sure you're paying attention and seeking to understand their situation.
This question is important from a sales standpoint because it's establishing their current state, and how they feel about it. It's an important anchor.
Also, you're doing some informal market research right now, which will come in handy later. Don't be afraid to take notes.
"What would you like your business to look like when the fog clears?"
I wrote in When It Goes Sideways about the opportunity here for a fresh start. Business owners and executives are reviewing a lot of things in terms of their structure, their offerings, their marketing campaigns, their insurance coverage, you name it.
How do they want to succeed on the other side? What kind of changes are they looking to make? Will they rebuild the company to look the same way it did before the pandemic? Is their definition of success even going to look the same?
This is where discovery turns into pseudo-daydreaming, and it's my favorite way to have sales discussions. The current state may be dire right now, or it could be just fine. Some companies are even thriving. Every company worth talking to is still looking for opportunities in this situation, and this question helps explore them.
This question is important because it helps them to define their desired future state, and they can't help but be thinking somewhat positively about it.
Do you have a plan to get there?
This is the money question... I posed this to Bernadette and she sat back in her chair.
If they want to accomplish that future state, your prospect or customer is going to need a plan. In many cases, they will not have one, though they recognize that need.
This question is important because it creates tension, though it doesn't need to be a painful one to ask or answer. You're taking the daydream and putting a set of action steps to it. At the very least, this could be the nudge your customer needs from a trusted advisor to get to work. It could also be the light bulb that goes on above a prospect's head that you could provide the expertise they need.
They're going to start thinking differently, and that plan is now more likely to include you. Even if it doesn't, you should still be collecting data for that informal market research project.
"Do you have the resources you need to execute that plan?"
Depending on how they answer the previous question, you may or may not have the opportunity to ask this one. You're extending that tension and getting them to think beyond the plan and into their inventory of resources. You're probably only going to ask this question if you think you should be in that resource inventory.
Here's why this question is important. The landscape is changing. Sadly, a lot of companies won't make it through this downturn. Others will have reduced capacity. You can't take for granted that the resources you had before the downturn will be readily available now.
Start by asking these questions of your best customers- the ones who have been the most loyal to you, and work down the list. Then go with the customers and prospects most likely to take your calls, and continue from there.
Your conversation will serve one of two purposes depending on how it goes. You'll either be ready to ask for next steps, or you'll do some market research. The former is the key to making sales, the latter is important because it gives new prospects a compelling reason to engage in this discussion with you.
If you've spoken to half a dozen or more customers within your target market, you've got a pretty good finger on the pulse of what's going on. You also probably have a pretty good list of challenges and ideas that you can help other new prospects work through.
These conversations have helped you establish that you're someone worth talking to with something worth talking about, and that makes new prospects much more likely to take your call.
There are multiple potential wins here if you're willing to do the work. There are so many of your competitors out there who still aren't or can't, so you can get a real advantage by taking action. This line of questioning arms you to do just that. It's empathetic, forward-looking, and positive. It creates the necessary tension while also positioning you as an expert. In that way, it's perfect.
I use it. I've got clients who have used it, and it's proving successful. I want you to use it, and let me know how it works for you. Join the conversation online and give me your thoughts.
Jeff Bajorek
Real. Authentic. Experience.
There’s a big difference between knowing how to sell and being able to. Jeff Bajorek spent over a decade in the field as a top performer. He’s been in your shoes. He knows what it will take. He can help you succeed.
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