What Are They Thinking?!
Deep Read (2 mins) Quick Read (scroll down)
When we’re in stores doing skill practices (“role playing”) we often take on the role of the customer. To make things more realistic, when offered the Protection Plan, we say nothing. Zero. Zilch. No response. How would you respond?
Very often the associate tries to “re-sell” their Protection Plan, going into more detail and looking for us to say “yes” or “no.” A lot of people don’t like silence, or don’t want for their customer to feel pressured to talk. And yes, we can understand not putting undue pressure on our customers. But repeating yourself isn’t much better, is it?
In comparison, here’s what the we often hear from Protection Plan Top Performers after we’ve been silent for a bit:
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“What do you think?”
Top Performers know it’s okay to ask customers what they think, and here’s why. First, they’re not afraid of the customer’s answer. Second, it shows that the Top Performer is genuinely interested in their customer’s opinion—and that’s a great message to communicate. Finally, it sometimes gets the response “I’m really not sure” and that allows the Top Performer to discover the important bit of information that was missing in their Protection Plan presentation!
This week go ahead and simply ask your customers what they’re thinking when they are hesitating to answer. You’ll find it a great way to…Make It Happen!
Note: Sometimes when I’ve used this technique I’ve been surprised when the answer had nothing to do with my Protection Plan presentation! Like, “I wonder if this comes in a different color?” It certainly brings your own thoughts back to what your customer is focused on!
Quick Read: The most efficient way to keep information flowing with a quiet customer is to ask “What are you thinking?” especially since it shows you’re genuinely interested in your customer’s opinion.
President at Antoinette Matlins, LLC
2yExcellent observation Dan. This is also one of the key elements in creating "relationships" rather than single "transactions". In my experience, a good salesperson tries to engage the prospective client not only the first time they meet them, but by thinking of ways to keep in touch. For example, try following up see how the "gift was received" (of course, you do need a phone number or email--I always prefer the phone because I like to hear the voice so I can better sense how the call (and conversation) is being received. Also, I note important dates, like the date he "proposed" and the date of the marriage itself, and keep in touch with a call or a card or even an email! Sometimes the event even deserves flowers or something similar to celebrate. In short, I like to be part of the life-cycle events of my clients...as a result, many of my "clients" also become "friends"!