Fact Finding Tips - Five Questions To Ask a Prospect About Their Business

Tired of indifferent prospects? It may be because you interrogate instead of fact-find. Want your prospects to open up? This podcast will give five questions that I guarantee will keep your prospect engaged, and help you close more sales. Click the link above to listen!

A friend of mine, who is a master salesperson, recently went shopping for a new car. He owns a sales training company serving the hospitality industry, as well as being a gifted professional speaker. Last night he faxed me a sales letter he received from a auto dealership he visited that might be the WORST sales letter I have ever read. The names have been changed to protect the innocent victim; I’m not sure why I shouldn’t mention the dealership, but I won’t.

“Dear (Customer):

As the General Manager of (Dealership) of (City), I wanted to thank you for recently visiting our dealership. However, I was concerned that we have still not been able to get you into your next vehicle. I need to know if I can personally be of assistance in this matter.

I would also like to reiterate some key points about this dealership that hopefully were explained to you by the sales and/or management staff:

• All new or used cars will be sold at a fair and and honest price.
• All service work will be done quickly, efficiently, economically and intelligently. We will do everything possible to fix it right the first time.
• Free shuttle service will always be available to you while your car is being serviced.
• I will personally be available and accessible to you for any questions or problems you may have with your car.

Again, the goal of this dealership is to earn your business by satisfying all of your automotive needs. If I can be of any help personally, please give me a call.

Sincerely,

General Manager”

What apparent problems do you see with this letter? Let me suggest a few, some of which are obvious, but some are not:

• The mail merge was entered wrong. The greeting only contains the customer’s last name (i.e.: Dear Smith)
• The “I Factor.” The GM uses the word “I” seven times.
• I cringe at the phraseology of “I was concerned that we have still not been able to get you into your next vehicle,” as opposed to wondering WHY he hadn’t bought.
• His bullet points talk down to the customer, as if he is saying, “In case you didn’t get this the first time…”
• The letter is totally focused on the needs of the dealership, not the customer.
• The letter contains several typos.

Let me make three simple points.

1. Your primary focus should always be about the customer. This dealership appears to be totally focused on just selling cars, not taking care of their customers.
2. What you distribute in the form of sales literature and customer correspondence speaks volumes about your commitment to sales and service excellence. If you can’t proof a letter, how can you possibly know the features of something as big and complicated as a car, much less know how to fix one!
3. If this guy is the GM, were I the owner I would be more than a little concerned about how he trains his people, since he is willing to sign a letter like this.

Everything is important. Keep your customer’s needs in mind at all times, and let everything you say, do, or send out reflect your commitment to excellence in serving your clientele.

Good selling!

Technorati Tags: sales training, professional speaker, sales letter, auto dealership, sales, customer correspondence, sales and service

This week I presented the keynote speech to a gathering of top financial advisors with Smith Barney, a division of Citigroup, which was held at the American Club in Kohler, Wisconsin. This educational conference was attended by advisors from five states, as well as representatives from 14 financial services distributors who “wholesale” investment products through these advisors. My presentation was on client referrals and client relationship development, but I picked up a great idea from one of the wholesalers.

He mentioned that most of the financial advisors in attendance were in his territory. Knowing these FA’s would be at this conference for three days, and that their assistants would be back at their offices, he decided to do something nice for these assistants. The wholesaler had his assistant send each of the FA’s sales assistants a note recognizing their hard work while their boss was at the conference, along with a $10 Starbucks gift card. A little caffeine helps when you are putting in long hours!

Let’s examine this example of sales excellence.

• The investment wholesaler either started or maintained a relationship with the “Gatekeeper” for some of his best clients and prospects
• He also helped his internal wholesaler do the same
• The sales assistants will likely mention this to the FA in a favorable light
• The wholesaler made himself stand out from his competition.

When the cat’s away, often their assistants shoulder the load for keeping clients happy and the business running. Too many salespeople ignore, and in some cases are rude to their clients’ assistants. This simple expression of recognition and appreciation goes a long way to making certain you get past these gatekeepers when you call for an appointment. When competitors call, assistants often have a say in what products salespeople choose to sell. At the end of the day, it never hurts to be nice to people.

What ideas do YOU have for reaching out to assistants of your clients and prospects? Write a reply to this post if you have an idea you would like to share.

Good selling!

Technorati Tags: keynote, financial services distributors, client referrals, client relationship development, financial advisors, Starbucks, sales excellence, investment wholesaler