Recently I was in Texas. I had a part in delivering a workshop to a collection of retailers in North America and the Caribbean. As the conference started, the key note speaker spoke of the power of the question “why?” One of my segments was focusing on the customer experience and the “why” thing was part of my message. Not planned mind you…quite coincidental. You see a powerful question in sales is “why”.
Now consider why“why” so beneficial? Simple, it clarifies reasoning and goes deep to root cause. Stop. Let’s put it into perspective. There are verifying questions and clarifying questions. Verifying questions isolate specifics. These would be question like “Do you want to go with it today?” or “Do you like it in red?” or “So this is the widget that will work best for your needs?” They are also known as closed-ended questions. In other words, they are typically answered with “yes” or “no”. . You may get more. Doubtful.
Clarifying questions are open-ended. They begin with “what, how, when, where and why”. They may also begin with “tell me…” These questions allow the customer to elaborate and share their need, want and desire. This is where selling gets very, very good. My opinion is that this is getting rare in retail sales.
Consider this, I walk in and want a device in a wireless store. I do not know what I do not know and Skippy approaches. Maybe he does or maybe he doesn’t greet me (more on this in another blog). He gets to asking what brings me in. “I would like to get a smartphone.” Now begins the journey. If you are an owner, I bet you have a perspective on this. If you are a store manager, I bet you have to hit a number. If you are a sales rep, what about these possibilities:
- You have to hit a metric for the day and week.
- You have your favorite.
- Your email today spoke about one specific device (so it is top of mind).
- You are aware of the spiff or contest for that one device and it ends today.
- It is the end of your shift.
- Your personal life is hectic and you can’t stop thinking about it.
So does “why” even enter the sales interaction? Let me cover off on the plus and minus of “Why”. First, the minus. Many people think this question borders on being very confrontational or even overtly solicitous. To just come out with the “why” question seems a bit much. Well, yeah, if you just blurt it out. Ya Think? The easiest way to soften this approach is to add the following, “I’m curious, why is that an important part of what you are looking for?” You will get something. Not just “yes, no or arrrggh (if they are pirates)”. That is the plus. You will get a story.
What about this? Try this the next time you meet someone new. Ask them their name and then ask “why”. “Hey, what is your name?” “Kurt” “Cool, why Kurt?” “What?” “No really, why did you get named Kurt.” “Well, I am from a German community in Illinois and it was a very common first name. There were three of us in a population of 1,200.” Get it? You got a story. Think about how this can work in your sales process. If you are a manager, why (no pun intended) not have a “why” session and brainstorm some very good “why” questions. Oh, and it doesn’t have to do anything with business. “So, what brings you in today?” “Well, my family just got back from Aruba and I noticed that I don’t think I have the right plan since I travel so much.” What do you ask next? Think before you answer. Why did they bring up Aruba? If any of you say, he didn’t have the right plan, go back to Sales 101. Really? He brought up Aruba because he wants to talk about it, even just a little. Response: “Great, why Aruba?” ‘Well, my wife always wanted to take the kids to a warm island in the Caribbean…” Insert rest of story. “But, they came in for the plan. I’ve got the sale and upgrade…I don’t have time to small talk.” OK, do you have time to make a customer for life or a quick upgrade? Your call. Why would you do it? If you cannot see the obvious answer, this won’t help.
“Why” creates an open and informative selling interaction. The other open-ended starters are just as powerful. “Why” can be a game changer and is more of a challenge to perfect. So why not try it?
What is your name? I’m curious, why that name?
Cheers