Questioning and Listening for Stellar Sales Results

Success in sales is about having the right mindset

WASTES MY TIME! Talks too much Talk about themselves way too much Don’t understand me Don’t know their own products & services Don’t tell the truth Don’t deliver on their promises Only worried about their commission Can’t prove their value WASTES MY TIME! Page 3

The Goal: Trusted Advisor See themselves as a “professional” and selling as a “craft” Asks superb questions Listens attentively – takes great notes Understands their customer Is an expert on their products & services Is customer focused – not “closing” focused Tells the 100% truth at ALL times Keeps their promises Can clearly demonstrate superior value Never wastes a customer’s time Page 3

Unique Value-Added Solutions Trusted Advisor Perceived Value Unique Value-Added Solutions Expert on the Customer Expert on Your Industry and Competition Expert on Your Products & Services General Business Knowledge TRUSTED ADVISOR MEDIUM LOW / NO Page 4

TRUST The 4 Cs of TRUST Affection Concern Dis-trust Respect Competence HIGH Affection TRUST Concern Dis-trust Respect LOW LOW Competence HIGH Page 5

The Mantra of the Trusted Advisor I am good at what I do… and I do it because I care about you. Workshop Page 5

Technique is NOTHING… Intent is EVERYTHING!! Page 6

NO Guessing! Workshop Page 7

Exact Right Solution NITB

Forget about your company… Fearless Flexible Fun Page 8

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Clarifying expectations is critical… OPUD vs. UPOD NITB

Expert Questioning

Buying Decision Process Emotion Logic Page 11

SKILLFUL QUESTIONING WILL HELP YOU: • Uncover customer wants, needs, and expectations • Clearly define the problem to be solved • Allow you and your customer to arrive at a solution together • Build your credibility and the customer’s trust • Determine if there is an opportunity for cross-selling Page 12

How to ask better questions Cushions Qualifiers Relationship Clarifying Comparative Questions Perception Checking Hot Words Page 13 - 15

Advanced Listening What is at stake? If you ask a great question and don’t listen… Clear ALL distractions Show great body language Repeat the answer in your head Summarize Paraphrase Use follow-up questions Never interrupt Clarify confusing terms Notes - Page 16

Summary Be a Trusted Advisor Ask don’t Tell Technique is Nothing The 4 Cs of Trust Exact Right Solution No Guessing Ask GREAT Questions Listen Intensely

What did I miss?????

John Spence www.JohnSpence.com Thank you! For digital downloads of materials from this session, please visit www.marinedealerconference.com/2016downloads John Spence www.JohnSpence.com

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