Effective probing consists of more than just knowing which questions to ask. It's also about knowing the order in which to ask them. Just like in the game of golf where you don't want to putt with a driver or drive with a putter, there's a logical sequence involved in asking your customers questions. Otherwise, both the customer and you may become so confused that you never get anywhere.

Here's how it should go: First, ask questions to find out what customers want. Second, move toward finding out why they want it. Once you know what and why, continue probing to determine more specifically which item best suits their needs. Then, ask questions in relation to the customers' knowledge of the merchandise and whether they've shopped for this item at other stores.

Logical sequence

Let's play out a scenario by asking questions in a logical sequence. After schmoozing with the customer, your first question should al­ways be "What brings you into our store today?" But where do you go from there?

Salesperson: What brings you into our store today?

Customer: I'm looking for a new piano.

Salesperson: Well, that's wonderful.

As your mental computer searches through your bank of probing questions, there's really only one logical question you should ask next:

Salesperson: What's the special occasion?

There's very good reason for asking this question. Customers have a different set of price ranges for different occasions -- the more important the occasion, the more expensive the gift. Why sell them a $100 item when they would have spent $300? Even if the customers are shopping for themselves, asking the question may very well cause them to associate their purchase with an occasion and spend more than they had initially planned.

So, let's keep playing:

Salesperson: What's the special occasion?

Customer: Well, there really isn't one, although my wife's birthday is coming up soon, and she does love to play.

Salesperson: Well, that's terrific.

Now that you've potentially tied the purchase in with a special occasion, the customer might go ahead and select a more expensive piano in honour of his wife's birthday, or he may respond a little differently by telling you about the bonus or tax refund he just received or finally deciding to get his wife the gift she's been wanting for years. "What's the special occasion?" can elicit all sorts of helpful responses.

At this point, the next best question for you to ask would have to be "When is your wife's birthday?" Time is an important factor in selling. The shorter the time frame, the more likely a customer will be to spend more. Many people will spend more just to avoid the hassle of having to continue their search for that one perfect gift.

Salesperson: When is your wife's birthday?

Customer: It's in three weeks.

Salesperson: Wow! That sure is coming up fast.

"That sure is coming up fast" should be used as a supportive response to any upcoming event of a year or less. It suggests a reason for making a decision today, and that's what you want your customers to do - buy today.

Now you know what and when the event is. The next best question is a very broad-based one that gets you some important information as to why the customer wants a new piano:

Salesperson: Tell me, why are you looking for a new piano?

Customer: Well, we've had our piano for quite a while, and it doesn't sound right anymore. I've checked, and it's going to cost more to fix it than to replace it. And we've had this piano for so long that I know I can get a new one with better sound and many more advanced features.

Salesperson: So, it sounds like you're ready to upgrade.

Now, it's possible the customer answered this question when you first asked what the special occasion was. If so, simply skip this question and move on to the next, which is to find out if the customer has been shopping.

Salesperson: What have you seen before that you really liked?

Your customer will give you one of two possible answers:

(1) I saw a _________ down the street (or something similar), OR

(2) I haven't looked (or I've just started shopping).

If the customer gives you answer No. 1, ask, "Why didn't you buy it?" It doesn't sound too aggressive -- if you ask the question with concern. You need to know why he didn't buy the same item in another store. It's essential.

If he's just started shopping, continue probing with a question like "What do you think your wife would like best?" This wording is better than asking what he wants to get her. Put the burden on the recipient, who usually wants a bigger, better or more expensive gift than the giver would have thought of.

Asking what special occasion your customer's buying for could very well get you some valuable additional information. Here's another scenario:

Salesperson: What's the special occasion?

Customer: I'm glad you asked. As a matter of fact, we've just completed the addition to our house, and my husband's quite eager to get his studio set up so his friends and he can play whenever they want. It's just a hobby, but he's so excited about the possibility of recording CDs to give out to our friends.

I'm sure you get the idea implied here. This customer isn't just buying a simple recording system; you can sell her the deluxe, top-of-the-line system, and a backup in case the first one goes out.

Probing is very much like a funnel - with a large opening at the top that gradually narrows into a small opening at the bottom. In probing, you ask broad-based questions at the beginning and move toward very specific ones later.

By developing your ability to probe and discover why a customer wants a particular item, you significantly enhance your opportunity to make a sale. And just like with that piano, the best way to develop your probing skills is to practice every day.

For more information on probing and how to increase your sales staff's ability to close more sales, take a look at Harry J. Friedman's Gold Star Selling DVD program, or call 800-374336to learn how we can create a customised sales training DVD programme just for your stores.

 

 

by Harry J. Friedman Founder/CEO, The Friedman Group