Answering questions may seem like a vital part to being a salesperson, but that’s where you couldn’t be more wrong!
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Velocity Selling TV Episode 46: Respect, Repeat, Reverse
Bob: Welcome back to another week on Velocity Selling TV. Bob Urichuck, founder of Velocity Selling and I have on the line today, our CEO, Matthew Whyatt down in Australia. How’s it going mate?
Matthew: Very well Bob, how are you?
Bob: Fantastic Matthew. You know, we’ve been talking about the three competencies that people have to master, you mentioned buyer focused as one of the key ones, and that’s putting all the focus on the buyers. Then you talked about engaging the buyer. And of course, when you engage the buyer it’s- they’re getting to feel a position of control and they feel very comfortable, but you know, there’s a system we’ve got to follow and we’ll get into that shortly. But today I think, in our last episode, we promised we’d give a little more information on asking questions so, you know, we talked about asking questions to engage buyers, but let’s get into some types or techniques. What can we do? How can we improve our skills?
Matthew: So Bob, one of my challenges with sales people is they become information centers, where they become a human Google. The customer goes ahead and asks them questions and the sales people think they’re doing a good job by answering them and so-
Bob: Free consulting.
Matthew: That’s right, they move into free consulting. So they move themselves into this walking Google and so the customer’s asking questions, the sales person, after the call is going to say to the manager, ‘Oh I did really good job, they asked heaps of really great questions and I answered them all.’ And the manager at that time should be thinking ‘Oh God, there’s some warning signs there’. So, let me just explain how we do this. We actually use a technique called ‘Respect, Repeat, and Reverse’. Now how that looks in real terms is, for example, a digital marketing client of mine has these questions ‘What platform do you use?’ and he would say ‘WordPress or Dune or whatever the platform is. That’s actually not helping the customer, that’s not helping them, and it’s actually a bit of a dead- they might as well Google that. It’s not helping the whole process and the sales person is not being of more value. How they should be doing it is saying something along the lines of ‘We’ve got a few platforms available to us, is platform important to you?’
Bob: And why is it important to you? Exactly.
Matthew: And they say ‘Yes it is,’ and you’ve got to understand why it’s important.
Bob: That’s correct.
Matthew: And sometimes customers will ask a question simple because that’s their frame of reference. Now, as a sales person, you need to be the subject matter expert- in your field. Now, if a person knew everything about it, they wouldn’t need you to buy. They would literally Google it and go and buy it online. Salespeople need to add value these days and that’s The New Economy of Buyers. So it’s super important to understand why they’re asking the question, how that attaches to their business needs and the only way to do that is to Respect, Repeat, and Reverse. Because all you’re doing there is as I said, becoming human Google and that’s not helping them.
Matthew: One of the things I say to salespeople when I first meet them is ‘Ok, you need to stop answering questions.’
Matthew: And they immediately go ‘But my whole job is to answer questions,’
Bob: You got it.
Matthew: and you’ve actually got to reverse that around and have them asking questions.
Bob: You got it. Well Matthew, that’s excellent. We’re going to explore this a little further in the next episode. Thanks for taking the time again this week.
Matthew: Fantastic Bob, bye for now.