– Joe Verde (Sales and Management Training)
I worked double shifts my first 5 years but still didn’t sell many cars. About the only questions I ever asked were those prequalifying questions I was told to ask (that you should never ask) like; how much down, what payments did you want, do you have a trade, what do you owe, how’s your credit? As I started learning more about selling, I understood that questions are the answer to selling more. In fact, Socrates, way back in 400 BC said, “If you want people to say the right thing-just ask them the right question.” Wow, was he right, and the more I learned about asking questions in sales, the more I was reminded that you have two ears and one mouth and should use them accordingly. (Listen twice as much as you talk.) Then when you do talk, you should be asking questions more than 50% of the time to verify the value and get minor buying commitments.
The ‘Yes’ question is one of the most important questions you can ask.
You use it to confirm the benefits of owning the product, to get minor commitments about features and benefits they like. When you learn how to use this one type of question, you can close more sales than you ever imagined.
Note: There is one secret to using this question effectively … You have to know the answer before you ask the question. They won’t say ‘Yes’ if the real answer is ‘No’. If you don’t already know they’ll say ‘Yes/Sure/ Absolutely’, etc., -instead of getting the ‘Yes’ you’re hoping for -you’ll very likely get a ‘No’ which stops the sale dead in its tracks.
Take a simple question like, “Betty, isn’t that a beautiful shade of red?” Your goal is to hear, “Yes/Absolutely/! love it,” but if you haven’t already found out that she likes red, don’t ask that question because she may hate it.
To make sure they’ll respond with a positive answer, you have to learn all you can about them first. That’s why you spend so much time in the Wander Around investigating (ask either I or questions) so that you can learn all you can about the prospect, their wants, driving needs, hot buttons, color choices, how they’ll use the vehicle, and why they’re buying it.
Close the sale by asking one ‘Yes’ question at a time. Statistics prove that the more times a customer gives you a positive (yes) response about your product or service, the closer they move to making the decision to purchase.
When you find their hot buttons and then ask enough of the right questions about those ‘targeted’ features and benefits to get 45 ‘Yes’ responses in 45 minutes, you’ll have a 75% closing ratio, instead of the 8-12% most talkers in sales have now. Moving the sale along is easier when you get your customers agreeing with you about the benefits to them of owning the product. In fact, once their ‘yeses’ start flowing, you’re actually closing the sale one question at a time throughout your entire demo and presentation.
To get a ‘Yes’ response, assuming you already know the answer, just add a question like, ‘This drives great, doesn’t it?’ If you just say, ‘This drives great’ -it’s just a statement, and more important, it’s you saying it, not them. But when you add ‘doesn’t it’ and they say ‘yes’, now they’re saying it drives great.
Can’t you? wouldn’t it? couldn’t it? doesn’t it? won’t it? doesn’t he? won’t she? isn’t it? wouldn’t they? don’t they? aren’t you? How do you use them? You can put these two-word questions at the beginning, at the end, or in the middle of the sentence.
• At the beginning: “Won’t this be great on those long drives?”
• Or in the middle: “Since you commute to work, won’t this be great on those long drives?”
• At the end: “This will be great on those long drives, won’t it?” (Or when they say: “This drives great,” just add, doesn’t it?)
If you already know a prospect’s hot button is comfort and you see he’s enjoying the leather seat, just ask: “Aren’t those leather seats comfortable?” “Yes, they sure are.” Or if they want a fun car … “Won’t it be fun driving this up the coast with the top down?” “Yeah, it will.”
Investigating and focusing on selling the ‘targeted’ features and benefits they care most about means you’re selling the car, not the price, and in the negotiation, you’ll be able to close on the value to them of owning it, not on the payment. I will guarantee you two things … 1) Using these questions will help you double sales 2) getting good requires practice.
Quick story: I understood, but hadn’t practiced enough, and was trying to ask these questions. The customer I was talking to was very nice, but stopped me and said, “What are you trying to do?” I told her I was trying to learn to ask better questions, and she said, “You need lots of practice.” She was nice and still bought the car, but after that, I practiced on other salespeople, employees, friends, and in the mirror – not on my customers. It worked for me and I sold more cars in 7 months than my first 5 years combined, and you can, too.