If I was to ask you what you think is the key component to closing more sales in your Internet business is, what would you say? Take a minute and think about it.
I asked that very same question to three of my fellow Internet Entrepreneurs that live here in the Houston area and these are the responses that I received.
- Two (2) agreed that closing more sales was all in the follow-up.
- One (1) said that closing more sales required effectively communicating the value that your product or service would offer to its customer.
How did your answer measure up to the answers I received above?
The three entrepreneurs above have a combined Internet Entrepreneurial experience of about 10 years and are each successful in their own right. So, I don’t want to necessarily say that these answers were incorrect because I think they were definitely within the realms of what the true component really is.
Believe it or not, the key component to closing more sales is not chasing customers down or telling them everything there is to know about your product or service – it’s Asking Questions!
People Buy Emotionally
Some of you may already know that I’ve been a student of Jeffery Combs for quite sometime. For those of you who don’t know who Jeff is, he’s trained and consulted with some of the top direct sales entrepreneurs in the industry today and is one of the most sought after speakers on leadership, business and entrepreneurial mindset.
During some of my personal study of Jeff’s training material, I was shocked to learn that 85% of people buy emotionally. The other 15% of people buy logically. What does this mean?
This means that most people attach a feeling to their purchase. Most people could care less about facts or figures when it comes to your product or service. It’s not so much about what they want to know about the product as much as how the product is going to make them feel in the end.
They want to know, and even visualize, what it’s going to feel like after they buy your product. How is their life going to change? What will they have accomplished? They want to be able to attach a feeling of joy, fulfillment, satisfaction or accomplishment to their purchase.
Now of course, this doesn’t mean you completely ignore the other 15% of society that buys logically but closing sales on emotion doesn’t work with these people. You have to use a different method for closing sales with that segment of society. They are the one’s that are usually more interested in facts, figures and data and if that is the case you must be able to switch closing methods to meet their needs.
Asking Questions
The best way to achieve an emotionally driven purchase is simply by learning how to ask the right questions. By learning how to ask the right questions you can guide almost any conversation to receive the answers that you are looking for and to help your customer achieve the level of emotion that they seek before they feel secure enough in that they are making the right decision.
For example, if you are selling an all natural nutrition energy drinks designed to give you energy after a workout so that you don’t feel tired, you would use something similar to the following script with your customer (whom I’ve named John).
- YOU: John, do you value your health and nutrition?
- JOHN: Of course I do!
- YOU: That’s great John, then I assume you are an athlete or at least exercise regularly. How often to do you exercise, John?
- JOHN: About 3-4 times per week.
- YOU: Excellent John! And how intense would you say your workouts are?
- JOHN: Really intense! I try to reach my fullest potential during every single workout.
- YOU: That’s amazing John, And John how do you feel after your workouts?
- JOHN: I definitely feel healthy but I usually crash right after. I am way too tired to do anything afterwards?
- YOU: John, what would you do with your time if you had the energy after your workouts and wouldn’t crash right away?
- JOHN: Well, I think I would definitely go out more. That would be great since I am new to the town and am trying to get to meet new people that like to go rock climbing. I’m all about sports and I live rock-climbing! I could do that all day!
- YOU: That’s excellent John! John, how would you feel if I was to tell you that you could maintain your intense workouts 3-4 times per week and still have enough energy so that you can go out more often and find the group of people that share in your same passion and love for rock climbing?
- JOHN: That would be amazing! How can I do that? ….
OK, so this is perhaps an absolutely best case scenario that I literally just came up with off the top off my head! But you can see where I was going with this.
In the example above, I started off by asking John about his interest in health and nutrition in an attempt to qualify him for my product, which was a nutrition energy drink. If he had said he did not care of his health or nutrition, I would have immediately disqualified him as a customer and politely ended the conversation.
I then proceeded to guide the conversation through a series of questions that had an emotional attachment to the answers. I did this with the intention of getting to the root of how John really wanted to be able to feel after his workouts but could not because he was too tired to do so. I found out that John really had a love for rock climbing and wanted to be able to enjoy his passion with other people. I then created a vision of John being able to spend more time out networking and having fun so that he could find the people that he could share in his passion of rock climbing with.
From there, it would have been easy to close John because emotionally he already felt and visualized being able to find a group of friends whom he could share in his passion and could go rock climbing with as often as he pleased. John felt joy and satisfaction in that and wanted whatever it was that I had to offer to him without him even knowing what I had.
Can you imagine how this conversation would have gone if as soon as I would have started talking to John I would have started pitching him about a product I knew would make him feel better, without first identifying his pain?
Internet Entrepreneurs Who Close More Sales
Internet Entrepreneurs that close more sales are definitely Masters Askers! They are entrepreneurs that know exactly how to guide a conversation to reach the results that they seek. They never ask closed-ended questions and always ask questions that are designed to give full, meaning full answers – open-ended questions. Being a Master Asker is not about convincing potential customers to buy from you but it is about qualifying customers for your product or your services and helping them make the emotional connection that they will receive from your product or service.
Being able to close more sales is more of an Art than it is a Science but you, unequivocally, must be able to close sales to have a profitable business. Otherwise, you will end up with a non-profit organization from the discomfort of your home or from where ever in the world you choose to operate!
Are you ready to become a Master Asker?
Discussion: What do you think about this concept of learning to become a Master Asker to close more sales? What do you like or don’t like about it? How can it help you in your Business?
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This is a great article and such a valuable point.
In all the sales training I’ve ever completed by the like of Brian Tracy, Zig Ziglar, and Jeffery Gitomer they have all stressed the importance of ASKING QUESTIONS. But, it’s important to know your ideal customer. You have to ask the RIGHT questions, not any questions and preparing ahead can help you be very effective in becoming a Master Asker!
Marlee recently posted..Radical Marketing- The First Element – Educate Beyond Your Product & Service
Hi Marley! Absolutely and you made an excellent point. One of the things that should be done first is qualifying your potential customer to make sure that your product or service will be right for them.
I wrote an article on this before and the fact is in reality anyone can manipulate people to buy their product or service but that does not create breed customer loyalty. If you are familiar with the Law of Diffusion of Innovations then you know what I’m talking about.
If not, you can learn more about it in an article I wrote titled
Successful Internet Entrepreneurs Focus on 13.5%. Let me know what you think.
Thanks for stopping by Marlee!
Hey Hect -
Back in 2004 I had this Sales job with a company in Silicone Valley; we sold electronic component connectors. My role was that of an inside sales…The commission structure was really cool – there were 3 people on my team and we got monthly bonuses based on our numbers. This wasn’t your traditional sales role, the other sales folks were ladies who clearly didn’t have the polished salesman skills. I recall being arrogant (to myself) and thinking – I can run circles around these girls (I was a bit more immature then, than I am now).
Now this was inbound sales – customer would call in, we would place their order and bam, done. So easy! Well I thought I was doing pretty good. Especially considering I didn’t have to prospect and find my own leads – they called and emailed me all day. But one thing I noticed after the first month’s numbers were posted is that I was at the bottom of the pile, minus 50% of the ladies I worked with.
Being a winner, I requested to spend an entire day with each of the ladies to get an idea of what they did different than my self. They got the same number of calls and emails coming in…but their overall sales were way over mine. And what did I find…
I just took the order. They asked question after question after questions, resulting in more sales. They asked questions to learn the customers pain points (emotion); offered solutions; closed the sale.
I made it a point to learn the products and later adapted the same style, which still sits with me today.
The ladies were much happier with me after I got my numbers up, because it elevated all of our pay.
So that’s my story and experience with ASKING!
One other thing that this method does is creates rapport. I know that in order to ask certain questions, to get to an emotional level that I have to form some type of legit. To me, this strengthens the entire process, increases the chances of closing the deal – and it makes the customer feel better about making the purchase.
Great stuff Hector. Thank you for sharing!
Jk Allen recently posted..Keep it Real- Walk the Walk or DON’T Talk the Talk!
Hey JK! Thanks for sharing that story with us man! I tell you, man! The more I learn about you the more impressed I get. I’m serious you must have experience is every major corporate field!
No wonder your so successful as a Professional. You’re definitely a student of anything you do and are ambitious to learn. I can clearly see why you want to make the transition into being an entrepreneur.
You made some great point but I specifically liked that you mentioned asking questions as a way to build rapport, and that’s what is should be about.
Let’s be honest, most professional sales people know that asking or guiding questions can be used to get the response they seek and some will do ask all the right questions for the wrong reasons – just to close a sale. But like I was telling Marlee above, if you just close your customers on anything and not really take care of their needs or wants or she interest in them, chances are you will not build long-term loyalty from that customer and you will always have to be looking for new customers.
I read a statistic that said that 80% of customers are repeat customers! Take care of your customers, build rapport with them and they will come back to you.
How was your experience with repeat customers JK? Would you say the statistic is about right?
Nice reply, thank you sir!
To answer your questions…
Being that I’m a connector and I genuinely like to get to know people and they can feel it, repeat customers has always been my bread winning base. It takes time to build that but once it’s done – I would say that 70-75% repeated business with me….and this is dependent on the business of course…but this is my top secret to sales…treat people right, and they’ll come back. Don’t just contact them for another sale – stay in their reach, be of help in all areas…in time, you have a life-long customer.
This is hard work – but you know what makes it easy…many people aren’t doing it. If anything people are out there being dirty and trying to take advantage of people. I HATE THAT!
But I LOVE the IEC!
PEACE
Jk Allen recently posted..Keep it Real- Walk the Walk or DON’T Talk the Talk!
HA! Thanks JK!
70-75% repeat customers JK!? That’s awesome and yeah I completely get what you mean by it all depends on the business, as well.
There is no one winning factor There are many variables and you must get them all right to have a winning sale.
Thanks or your feedback JK! Your insight and intellect is much appreciated here on IEC!
Hector, you’ve done a tremendous job with this article my friend, and really broken down the essential element of a successful sales process– learning to ask questions. The problem with most sales people is that they like to talk too much. Instead of listening, they’re either thinking about what they’re going to say next or they’re saying it.
Life is all about connections. The best sales people in the wold make connections. The best bloggers in the world make connections. The best politicians in the world make connections. And that’s what questions do—-the lead to connections.
GREAT read Hector, you should be proud man.
Marcus
Marcus Sheridan-The Sales Lion recently posted..Blogging- ‘The Force’- and How to Sell Like a Jedi Knight
Thanks for your words Marcus. I really appreciate the compliment. You’re right! Too many sales people spend too much time not listening and trying to figure out what they are going to say next. They make sales too much of a process and not enough of a CONNECTION with other people.
I’ve never had a sales job but when I went I became an Internet Entrepreneur and joined the direct sales industry I learned a lot and I picked up on this very quickly. All I had to do is out myself in the shoes of my customers and determine what was the best way to serve them!
Thanks for sharing your insight Marcus!
I think an extremely important point here is that the vast majority of people make their purchases emotionally. This is probably the reason that buyer’s remorse occurs. When you do the research and buy the product based on facts and data you can feel pretty good that you made the right purchase. Buying strictly on emotion isn’t as solid. Emotion is temporary. Emotions can change. Hence the remorse.
Asking questions has a two fold benefit here. First, and the more obvious one, is that you are better able to understand what the customer actually wants. That way you can adapt your products and services to cater to the customer so that they are more satisfied.
The other, less obvious, thing that asking questions accomplishes is to get the potential customer into a certain mindset. It is almost like neuro-linguistic programming. When you ask a question about something the person’s mind goes to that place and they can feel the associated emotion. So when you asked John how he FELT after his workout, his mind actually triggers the emotion he feels after his workouts. And if its a good emotion…you’re in luck
Eugene recently posted..More Value- More Action- Less Gurus
Eugene!
Awesome comment, man! Thanks for putting so much thought into this and sharing the 2 benefits that asking customers questions in sales.
Neuro-linguistic programming, huh? I had never head someone put it that way but it makes complete sense, Eugene! That’s great! You made a great point about getting the customer in the mindset.
I’ve often practiced this after I have qualified my customers. As I’ve mentioned above, I like to qualify my customers first because I want to make sure that they will benefit from what I have to offer BUT, even if that is the case, they may not be in the right mindset.
Asking questions is the best way to not only build the rapport I want to establish but to also get them in the right state of mind so that they can either understand that I have a solution for their pain or that they have a pain that can be alleviated with my solution. As you mentioned above, this helps them feel the associated emotion and gets them to take action.
Nice in depth analysis Eugene!
Hey Hector,
I believe when your attempting to sell anyone anything online or off it’s always important to ask question. Your audience has to feel that the product will be of value to them. You make very good points my man. Even before selling a product I would ask around to get people opinions of what would work out the best.
Many people who have trouble making sales don’t ask enough questions. i have yet to try and sell anyone a product related to my business, but I have had success selling some things.
I remember back in high school i used to sell candy. Now, there were other people who sold candy and things, but they didnt have the school at their feet like I did. I used to always ask people what candy they wanted most, and sometimes even the top 5. By asking around I knew excatly what everyone wanted.
Many people would buy candy people didnt even want during school.
God bless,
William Veasley
William Tha Great recently posted..I’m Superman In The Flesh!
Will! What’s up, man!? Thanks for stopping by and sharing your sales experience. Your example definitely goes to show that even at a high school level, asking the right questions can help you close more sales! Nicely done Will.
The best part about your story of course is not that you made the sales but that you learned a great lesson in sales – ask your customers the right questions. You can now take that lesson anywhere you go in your entrepreneurial ventures and apply it!
Hey Hector,
I completely agree, and you did a really good job breaking everything down.
Many new entrepreneurs (and sometimes entrepreneurs well into the business) make the mistake of focusing more on the features of what they have to offer rather than the benefits the customer or client will get from the sale. Instead of listening to the customer and getting the customer emotionally involved, they describe everything that the product does, not really touching on the real reason why someone would buy from them – to fulfill a need.
Asking questions and actively working to fulfill a need your customer or client may have are crucial for any successful product launch (and business for that matter). After all, you should always put the customer before yourself – your customers are the ones taking out their wallets and paying you for a valuable product or service. You just need to convey its value and show that you care by doing more listening, rather than talking.
Great read!
Christina
Christina Crowe recently posted..Are All Marketers Evil Why Building Links Can Save Your Business
Hey Christina! You’re absolutely right!
I think at the end of the day, talking about the benefits of a product is too much of a generalized view of the benefits, if that makes sense.
People want to knowhow something is going to help THEM, not how it’s going to help everyone that uses/buys it!
That’s exactly why asking them questions and getting them emotionally involved has a better chance of helping you make the sale then simply telling them about all the nice bells and whistles!
Excellent comment Christina!
Hector,
Solid article. Asking questions teaches you so much more about the person and their needs. Just as Jk found out, you stand to discover pains and problems that lead to more solutions you can offer [charge for] than if you just took an order.
I connect better with salespeople that ask questions. The ones that try to get to know me and ask questions specific to my usage of a product/service are the ones that try to serve me best. Sales people that simply point you in the direction of a solution are more interested in completing the sales cycle.
And of course, the more emotionally-centric you phrase your questions, the more vested the buyer will be in the purchase. The right questions (triggering emotion) cause us to envision ourselves in a position of ownership of the product or service.
I’m sharing this post…
Jon
Jon recently posted..Smart Online Business Strategy- First Episode and Introduction
Jon
I’m the same way and I think many other people are too! I connect more with salespeople that ask the right questions. It’s interesting that not too many people take this approach sales however. That may be one of the reasons why most people fail when it comes to actually closing a sale. I’ve never had a “lay-down” sale and I think those are few and far in between.
If entrepreneurs want to close more sales they simply have to learn how to ask questions – something most people are conditioned not to do as children! Quite sad!
Thanks for sharing my post Jon!
Asking questions when closing a deal with a client, especially for web designers is HUGE. They need the assurance that you can deliver a product that they can proudly build their brand and overall business. Some of the web designers that have asked me how I make it, fail in that very thing, even from the beginning when they hand in their bid. They are not actively interested in the project by already, without having been chosen, provide possible solutions, and…ask questions. They also fail to answer questions by the client/ potential client.
I have done a few freelance positions with last moment projects I needed an extra hand and it was obvious who I would choose.
As a last thought – And even when you close the deal… make sure if there are more questions, always keep your door open. You are more likely to get more business from a client AND/OR get referrals from their circle of friends, colleagues, and followers.
Nile recently posted..SEO 101- Are You Writing For Humans
Very true Nile!
I think one of the reasons most people fail to ask questions OR learn to ask questions is because as Internet Entrepreneurs they feel that it may not be necessary to even pick up the phone and reach out to their customers in the first place.
They feel they can do everything online. Personally, I am the type that rather pick up the phone and contact you directly rather than send you an email 1000 words in length. People want to know that they are working with other people over the computer screen. Connecting with them directly can answer any questions and put any concerns at ease!
Thank you for your comment Nile!
Hector man, you’ve hit on a golden sales tactic here!
Have you ever read “How I Raised Myself From Failure To Success In Selling” by Frank Bettger? Awesome read, and he goes into (amongst other practices) how asking questions can lead you to the sale, even when the customer is so against buying off you to begin with!
It’s the Socratic method in action, though altered somewhat. Socrates used to ‘win’ debates by asking a series of questions that the other could only reply “yes” to. Therefore, Socrates would lead them from one question to another, all the way to total agreement with him. Genius, really.
Let’s go and sell!
Stuart recently posted..It’s Time To Look At The Clock
Thanks Stu! No, I haven’t read that book but I’m definitely going to look it up!
So Socrates used to win debates by guiding a conversation and getting people to respond how he wanted them to respond, huh? That is genius!
Will definitely look at this book Stu! Thanks for the resource!