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Questions Allow Prospects To Tell You What They Really Want To Buy
Len Rashkin "You don't know unless you ask." "If you don't ask, you don't get it." "If you don't ask, the answer's always no." Why am I reminding you of these quotes? Simply, to emphasize that the questions you ask the potential decision-maker during your presentation will determine your chances of landing a new prospect. Gathering information is the key to making an educated decision when recommending the correct equipment, coffee and allied supplies. Before you ask those per...
November 13, 2018 | Len Rashkin
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| Len Rashkin |
Before you ask those pertinent questions, though, start your presentation by providing some background about yourself, your company and services offered. Once you create rapport and establish credibility with the buyer, asking your questions and getting the buyer's responses will be much easier.
The first question to ask will, if answered affirmatively, give you permission to prove that you and your company are the best service for their firm:
"If I could show you a better and less costly way of providing coffee and water service to your offices, would you seriously consider changing your coffee service to our company?" Towards the end of this article, I will be re-stating this question to the buyer, in order to close the sale.
Here are key questions that you need answered to help get you to your final closing statement and get your first order.
What brewing system(s) are you currently using to serve your employees?
How many brewers are currently serving your workers?(You must ask to see breakroom[s].)
How many employees are being served daily with this equipment?
On a scale of 1-10, with 10 being the highest, how would you rate your current service provider?
If the answer is less than a 10, ask, "why not a rating of 10?" The prospect's answer(s) gives you your ammunition to show the decision-maker that you can meet their needs by providing what your competitor is lacking, in order to raise the rating to 10.
Could you please share with me my several of your past coffee invoices? Most of the time, the answer will be "no;" you then explain that you are more interested in the volume of coffee cases ordered. Ask for monthly or yearly volume of all coffee, water and related product usage. Explain that this will help you offer the best pricing.
Do you have any other local branches, divisions or affiliated companies that have "refreshment services?"Again, explain that this information will help with their pricing, if you could include them in your final quote.
The next group of questions are to be asked after you have shown the buyer your recommended brewing and water system(s), products and services.
Now that you have seen our single-cup system:
You see how, by providing your employees with a wider choice of beverages, you will increase their morale and improve their work environment. Do you agree?
Can you also see how there is absolutely no wasted coffee and dollars, compared to your current glass bowl system?
Can you see that your company will save time and money by not having your staff clean your coffee equipment and pots?
By having a plumbed-in hot and cold water filtration dispenser, you will eliminate all those large bottles that are taking up valuable storage space. Is this something you would like?
Mr. Buyer, with this new state-of-the-art water system, can you envision saving $2,500 over your current bottle system, based on the comparison numbers that I have shown you?
What haven't I covered yet that is important to you?
Most of these questions are designed to get the buyer to say 'yes,' or to give you the information you need to get that answer. Now we will use the decision-maker's affirmative answers when using "trial closing" statements before asking for the sale (the closing statement).
A "trial closing statement" is designed by rephrasing the buyer's affirmation of all of the features and benefits of your equipment, products and services, that he or she agreed to in response to your questions.
Mr. Buyer, you acknowledged with our single-cup brewing system that "having choices" was very important for your staff. You also agreed that this new system will save your firm money, time and eliminate mess.
Now we go for the closing statement, using the same question that was raised earlier to close the sale: Mr. Buyer, I asked you earlier, "If I could show you a better and less costly way of providing coffee and water service to your offices, would you seriously consider changing your service to our company?" You said yes! I just need your OK now, and we can get you and your company started immediately.
If the buyer is still hesitant to make the change, just ask, "what is it that gives you doubt?" Answer that question and then, if you see there's still some hesitation, make this offer: "How about a free trial for one week? I will provide the coffee, tea, hot chocolate and soups for your entire staff to try. When can we bring in the brewer and supplies?"
There are many additional ways to use questions, trial closing statements and closing statements to sell prospects. In my CD manual, OCS Sales Training, you will find a complete sales training guide to increase profitability throughout your company. You will find it a valuable resource to train new and existing sales representatives. I am offering a special discount to all Vending Times readers. Look for my offer in this edition.
I can be reached for your comments or questions at (516) 241-4883 or by email at OCSconsultant@aol.com.
» LEN RASHKIN is a pioneer of office coffee service. He founded Coffee Sip in 1968 and later merged it with Dell Coffee, of which he became president in 1991. Sales at Dell topped $7 million. He also founded the Eastern Coffee Service Association and National Beverage & Products Association. He is a speaker at trade conferences, consults on OCS sales and marketing, and is the author of two OCS training program
