Quantity vs. Quality
Most salespeople are aware of why Sales Questioning skills are important to their jobs. Not that they actually ask the BEST questions, mind you, but they know that they are supposed to question customers in order to find out whether the customers have any pressing needs for which the salesperson’s products and services might provide solutions.
If you can uncover high-priority needs, then show the customer how your product or service can uniquely solve problems or create opportunities, then you have created an extremely high-value proposition. Do that, and only that, and you are talking to a very interested customer.
Once you have truly engaged customers, don’t flood them with irrelevant data.
But when it comes time to present your solutions, how do you keep the customer engaged? It’s a huge mistake to fall back on a generic product pitch that describes all of the features and benefits this customer doesn’t care about right along with the ones that actually matter.
In selling, it’s all about quality, not quantity. No customer has a dozen or a hundred unique, high-value needs that your products can serve. But with great questioning skills, you might uncover three. Why would you then throw away the fruits of your excellent work by subjecting the customer to a 20-minute PowerPoint presentation that might interest a generic person?
That’s why Action Selling teaches the TFBR method to ensure that your sales presentations are short, sweet, and focused entirely on the things that matter most to the customer.
T – Tie-back to a high-value need that the customer already has agreed on.
F – Present the product Feature that solves the need.
B – Explain the Benefit to the customer when the need is solved.
R – Ask a Reaction sales question that lets the customer tell you how the solution will help them.
That’s all there is to a genuinely great product presentation. Three TFBRs, tied to three high-value needs, and you’re done. Throw out the rest of your canned pitch; it’s extraneous.
Action Selling in Action
Daktronics Inc. of Brookings, S.D., is in the business of electronic signage. Most of its products are relatively small, intended for use in retail stores, churches, parking lots, and other such venues. But because the company is well known as a supplier of giant digital scoreboards for sports stadiums, its competitors tell customers that Daktronics’ products are expensive and overpriced. The company’s salespeople sometimes get beat up on price before they walk in the door.
Or, rather, they used to, until the company adopted Action Selling. Here is an email we received recently from Vic Wenner, Daktronics’ sales manager for national accounts:
“I had a GREAT sales presentation yesterday. This was the first time I ever did a major product presentation based solely on presenting three TFBRs. I was amazed at how compelling it was for the customers. They were so totally sold that I was wishing we had come in with a higher price. They would have paid it.
“A few of my coworkers were present, not yet trained in Action Selling. They were shocked at how much I omitted from our standard sales pitch. But they couldn’t argue with the results.”
Having trouble zeroing in on the few things a customer really cares about? Contact us at (800) 232-3485 to learn how to perfect your Sales Questioning skills.