I am presenting this most basic document because of the relentless suggestions I see on industry Facebook groups referencing the most basic of basics.
Posting: I am looking for ideas for people with two heads and who are having a trade show booth and want to give something away. I am out of ideas. Help..help..help.
Reply: The first thing to ask is who, how, why etc. etc.
Is it that the replier thinks the poster has not asked these questions or that the poster simply has not given enough information for the replier to help? If it is the former, then the poster (unless they started work today) needs to quit this industry, find a new job, and stay out of sales. As for the latter (replier), he or she needs to simply say give me the “W’s” and I will try to help. In any case, the manager of these Facebook groups should set the rule… do not ask for ideas and suggestions if you don’t present, as Sargent Friday used to say, “just the facts, ma’am”.
That brings me to the “W’s” and a chance for the professionals to stop reading. Below is basic training taken from Selling 101. In all modesty, I do add some techniques that may be of interest to the learned pro, so you might want to stay with me.
Here’s a question to my reader. Are you a peddler or a consultant? I will tell you why I love peddlers but this is about consultants. The consultant knows that their job is to get customer interaction and information based on the art of questioning. The initial questions are a “situation analysis”. It is followed by “problem questions”. Further in the use of questions involves “implication questions” and need-payoff questions. Your success in your sales career is predicated more on your learning how a buyer buys than how a seller sells.
“Situation Analysis” is what the typical replier on Facebook asks. They include the 5 W’s: Who, What, Why, When, Where.
Who: is your target audience (demographics)?
What: is your budget, your prior experience and usage?
Why: are you doing this, your goals/objectives?
When: do you need it, will you order it?
Where: is the event, the use, etc.?
Since I learned the basics of sales, a thing called the internet came about. So, there is another “W” you may want to add. It’s WTF? “You went out and sourced on the internet and you are now asking me to get a price for you, WTF? Do you want our creativity in supplying you with fresh ideas, proven case histories or just be your personal shopper looking for a commodity at a price you will like? Our creative agency offers you so much more than your internet browser (see the benefit chart why you need me). AND, by the way, we do all the creative work at no fee.”
Back to the 5W’s - some are pedantic, others are critical. Who is critical and, as you ask the question and get an answer, you need to convince your client that you understand demographics. That you understand what motivates a millennial vs, an octogenarian. That there is a difference in programs exclusively aimed at women vs. men. While there are many What questions, asking what has worked, what has not and what has been used, is critical and discovering buyer likes and dislikes is important as well. What has been your experience with prior vendors (your competition can be labeled vendors and you need to be labeled an agency).
There is a “W” that is a question and rarely articulated. If you answer this question, you make the sale. The question is… "What’s in it for me?" The buyer is subliminally asking that of you and your success is predicated on the value/benefit you deliver both actually and in your responses.
Questioning is an art. Perfected, it is the groundwork for success in sales. Using the right technique and the right questions are not only fundamental to the sales transaction, it builds customer loyalty in a time of Alibaba disloyalty or should we say DISREGARD. When a client goes internet shopping, more often than not, it is not disloyalty but DISREGARD for what you bring to the table. That is your fault. You did not, or have not, established your value. If they love you and have the need to shop, they should be doing it on your website.
After this opening session, there should be two winners. Your client should leave the meeting knowing you understand the need, the problem and the opportunity they are providing you. The other winner is you. Like a doctor who has done all the workup needed, you are now armed with the workup you need to find solutions to the problem and, if you call for help, you can let others offer their idea based upon the workup you give them.
Even if your client sends you shopping, it is important to pound home the idea you will shop but, you are a much more valuable resource to their success than being their personal shopper.
Read on... Next time out we will look at Four Different Questioning Techniques, including those closing questions. For now, if you are a Facebook “poster” – “just the facts, ma’am”.
Joel D. Schaffer, MAS is CEO and Founder of Soundline, LLC, the pioneering supplier to the promotional products industry of audio products. Joel has 48 years of promotional product industry experience and proudly heralds “I was a distributor.” He has been on the advisory panel of the business and marketing department of St. John’s University in New York and is a frequent speaker at Rutgers Graduate School of Business. He is an industry Advocate and has appeared before the American Bankers Association, American Marketing Association, National Premium Sales Executives, American Booksellers Association and several other major groups. He has been a management consultant to organizations such as The College Board and helped many suppliers enter this industry. He is a frequent contributor to PPB and Counselor magazines. He has facilitated over 200 classes sharing his industry knowledge nationwide. He is known for his cutting humor and enthusiasm in presenting provocative and motivating programs. He is the only person to have received both the Marvin Spike Industry Lifetime Achievement Award (2002) and PPAI’s Distinguished Service Award (2011). He is a past director of PPAI and has chaired several PPAI committees and task forces. He is a past Chair of the SAAGNY Foundation, Past President of SAAGNY and a SAAGNY Hall of Fame member. He was cited by ASI as one of the 50 most influential people in the industry.