What Buyers Think
What buyers think about
salespeople isn't particularly good, at least according to a recently
Here are some of the results
of a study conducted by Development Dimensions International.
"Salespeople have become
the second choice for information among consumers, losing out to the
Internet. Two-thirds of Canadian buyers believe salespeople's expertise
is getting worse."
Losing to a living
and breathing competitor is one thing. But losing to the internet sets
off a loud alarm and I hope you're hearing it.
"More than 90 per cent of
customers would like their salesperson to be more of a resource to them.
Sixty-one per cent said sales representatives were transaction-oriented
only and did not understand customer needs."
Yikes - more than
90% of customers want their salespeople to be more of a resource. How's
that possible when 90% of all salespeople forego asking any questions
and immediately start talking about product features and pricing.
"Some of the terms used to
describe them in the survey of corporate buyers included "leeches,"
"rashes," and "charm school graduates" with a "snake-oil" reputation."
Imagine leaving a
sales call and having buyers thinking these things about you. What if
90% of the salespeople are calling on 90% of the customers. It could
mean some of your customers are thinking some of these things about
"Buyers are saying you need
to know about our business, what's happening in the market . . . and
that means the salesperson has to invest in the relationship," says
Allan Smith - Western Manager for DDI.
Okay - so the selling
landscape is loaded with challenges for you.
It's never been a level playing
field and it isn't one now.
The fact is, and this study
supports this, that a lot of salespeople don't get it.
A lot of salespeople aren't
establishing credibility and building relationships.
A lot of salespeople show
up and throw up on their sales prospects and customers.
A lot of salespeople don't
ask the right questions and then make amateurish assumptions about the
A lot of salespeople just
talk too much. When in reality, the less you say the smarter you'll
sound. Yeah - that's a Meisenheimerism!
I've made all the mistakes
a sales person can make.
Then I read a book. The book
was about asking questions. It changed my life forever.
I became obsessed with asking
questions and eventually wrote my own book on asking the best questions.
When I look back on the last
19.5 years the one thing I did right that helped me earn millions of
dollars was to employ my ears before I engaged my mouth.
The more I knew about my
sales prospects and customers - the more I could help them.
As soon as I started asking
my questions my sales took off and so did my income.
Finally - it doesn't take
brains to ask intelligent questions, it simply takes some discipline.
Check out the end of this
letter if you want to learn the easiest and best way to establish credibility
and build lifetime relationships with your sales prospects and customers.
road to selling success is paved with my 12 Best Questions.