Do you have problems with the quality of purchased raw materials and supplies?
Are you satisfied…?
According to Neil Rackham, the number of problematic questions can be greater than situational ones, and all of them should be very precise. Their formulation should be prepared in advance. You need to write down five or six of the most important problems for the buyer that can be solved with the help of your product or service. Then you should create several versions of problematic questions, with the help of which you can identify one of these difficulties.
I - extractive questions
The classic stages of small-scale dentist database sales technology generally look like this: the buyer tells the manager about the problem, and the manager in turn must offer a ready-made solution. Rackham's method has a different working mechanism. The buyer needs to be shown that the problem is much more serious than he thinks. This is what extractive questions are for.
They help you connect the problem at hand with the business objectives and the buyer's goal. Below are some examples of such questions:
How did this affect the outcome?
Could this lead to increased costs?
Will this hinder the proposed expansion?
To make successful large sales, the most important of all questions are the extractive ones. They require the customer to understand their problem and pay for its solution. When selling an expensive product, the successful transaction requires that the cost equals the value. This condition is called the "value equation . "
The purpose of extractive questions is to develop the client's problem to such a scale that its solution becomes the rationale for the purchase. It should be taken into account that all visitors are different and you need to act carefully, without unnecessary aggravation of the situation. It is better to simply ask the client how strongly his problem is connected with values.
H - guiding questions
The previous step clearly showed the buyer how serious his problem is. The next stage of the sale in the correct sequence, according to the Rackham method, is to demonstrate the solution to the problem. In other words, the client needs to be shown the product or service.
Below are examples of guiding questions:
Do you need…?
Would it help you if you had…?
Would it solve the problem if we suggested…?
With the help of these seemingly simple questions, the sales manager can switch the buyer's attention from the existing problem to its solution. The client begins to tell what benefits he will receive as a result of the deal. These questions replace the stage of working with objections in the classic sequence of sales stages.
Directing statements are never used at the beginning of a meeting. They are also not used if the product or service being sold does not completely solve the customer's proble