The difference between a sales technique being effective, and sounding cheesy is sometimes like the old real estate adage: location, location, location.
Here's something that can be either solid, or make most prospects' eyes roll, depending upon where it's used on a call: "What's it going to take to get your business?"
I had a guy use this on me the other day. It was in the opening statement on a cold call.
Caller: "Hey, Art. Bill at Media Duplicators. We produce CD's and DVD's. I saw you had your moving sale and was wondering what it would take to get your business?"
I felt like saying, "A better salesperson," but I was just a bit more tactful in saying "I'm satisfied with whom we're using," which he didn't question.
Of course, using this "What will it take?" question early elicits all kinds of comments and questions from prospects and customers, some spoken, some not. Some logical, some smart-alecky. All justified. For example, "Why should I even consider answering the question?" "Who ARE you?" "If you gave it to me for free, maybe." And mine: "I'm satisfied with the company I'm using."
Let's face it—for the most part it is a tired, old school, salesy technique. Unless it's used at the right point in a call, in the right way.
Fast forward in a call, one where there's a good opening, nice qualifying and need-development questions, an on-target recommendation, perhaps some buying signals and then an attempt to close. But then, the prospect hems and haws with, "I'm just not sure."
Then, this would make more sense: "Pat, we seem to be in agreement that this is what you're looking for, and the price is within your budget. What is it going to take for us to move forward?"
It's direct, to be sure. But, if the other steps have been accomplished, it is not pushy. It is simply asking for a decision. That's being business-like.
Of course, ideally you want to ask the decision-making criteria before it reaches this point. Here are questions I like to ask in the probing stage. Especially when you are competing with someone else for a piece of business.
"How, specifically, will you make your decision?" "What decision-making criteria will you use, and which areas will be most important to you?" "If we are at the top in all of those areas, will we be the one you choose?" "If you made a decision today, where would we stand?"
From experience, I know that some people might have a hard time with these questions, feeling they are a bit assertive. And that might be hard to believe for those of us who naturally use them all of the time. Again, keep in mind that asking direct questions, at the right place and time is the natural progression and culmination of the sales process.
This was a Smart Calling Tip of the week from Art Sobczak, president of Business by Phone. For more information, go to
