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Buyer-Driven Selling: Conducting a Client Interview
You've completed the first two steps of the Buyer-Driven Selling process; building self belief and trust. You have self belief, you have belief in your product and you've developed a trust-based relationship with your client. It is now time to find out what your client needs.
Do your homework BEFORE you go to class. Be prepared to discuss their business, not yours.
- Read a current trade magazine that is prominent in their industry.
- Have a conversation with a receptionist, sales manager or service representative in their company. Ask what industry challenges they are facing right now.
- Visit their website.
- Visit their competitor's websites.
Listen, Listen, Listen
It doesn't matter how many times salespeople hear these words, they want to talk. We all want to tell the client why they absolutely must buy our product. If you will listen, they will tell you why they must buy your product. Ask the questions and stop talking.
Open Ended Questions
The client interview is no place for yes or no questions. Trial closes are also not appropriate at this point. The questions you ask are should be designed to allow customers to talk to you and for you to determine what their needs are. It's acceptable to take a notebook into this meeting, but you should maintain eye contact and listen intently. If you must make notes, do it discreetly. If you relax, so will your client.
Below are some examples to get you started. These are, by no means, the only questions you should ask. The interview will guide you to the next obvious question.
- 1. What prompted you to contact my company or allow me to meet with you today?
- 2. Can you give me details on how this challenge/need surfaced?
- 3. What is it you would like to see accomplished?
- 4. What other attempts have you made to solve this problem?
- 5. Can you tell me about the success or failure of those attempts?
- 6. What other challenges are you facing that I might be able to help you resolve?
- 7. What do you see as the next step?
- 8. What are the budgetary limitations, if any?
- 9. Are there other things I should know before moving forward?
- 10. Who else will be involved in the final decision?
Take your focus off of "closing the deal" and allow yourself to "help your client". Gather all of the information you can. You're going to need it to build your proposal. That's the next step.
