February 2, 2011
Author: Patty Cisco, “Creative Catalyst”
Have you noticed senior care marketing and sales reps comment that they don’t like to “sell.” Have you heard things such as, “You can’t use the word sales because my reps don’t think they are sales people.” Or maybe this sounds familiar to you, “Referral sources will only see me if I bring lunch, treats or give always.” Or maybe this hits home, “They’re not ready yet.” Well yes periodically those certainly could be valid statements, however one thing has become abundantly clear and that is there is not a clear understanding of what is at the heart of effective sales in the senior care industry, and it’s not just being nice, friendly and giving away stuff! Perhaps it’s time to stop focusing on “selling” and start striving for greater truth, genuine sincerity, and a dedication to creating more value for people by using questions that get results.
Why do some people succeed at it and others struggle? According to Ron Willingham, author of Integrity Selling for the 21st Century, at least 80 percent of all salespeople reach plateaus and get stuck. What does it cost your organization to be stuck in lost referrals, low census or occupancy?
One important element of successful sales is learning how to ask the appropriate question at the right time. Somehow sales reps have come to believe that selling is doing a lot of talking. However, selling is first and foremost about listening. Taking the time to understand what a prospect needs and wants vs. focusing on what services you have to “push.” Learning how to ask the right questions helps you:
- Qualify the prospect or referral source. -Find the “Pain”
- Build credibility. -Understand the situation.
- Establish rapport -Check for understanding.
- Identify needs -Make the ask!
If you are tired of getting the same results from both your internal and external sales efforts, perhaps it’s time to brush up on learning the art of effective questioning during each stage of the sales process and minimize the gap between the referral source and prospect’s aspirations and afflictions. There’s no doubt about it, questions persuade more powerfully than any other form of verbal behavior.
There is a clear statistical association between the use of questions and the success of the interaction. The more you ask questions, the more successful the interaction is likely to be. The key lies in understands which type of “questions” to ask during which “stage” of the conversation. For example key questions should:
- Be clear and concise and easy to understand.
- Require productive thinking on the prospect’s part.
- Encourage the prospect to share past experience.
If you are ready to elevate your level of professional from cookies and expensive lunches, ( the same thing your competition is doing) and start setting yourself apart from the other senior care sales reps that are talking about the same services you are, and discover how to use questions effectively during your sales conversation.
What is the most successful question you’ve used during a sales call?
New LifeStyles is pleased to provide this complimentary 60 minute webinar designed specifically for senior care marketing and sales professionals by nationally recognized senior care marketing and sales coach Patty Cisco, President of CISCO & CO, where you will discover how to use key questions effectively to elicit the information and response you are focused on during your sales calls. Click here to register for this FREE Webinar to be held February 24, 2011 at 1:00 Eastern.
