Two Eyes, Two Ears, One Mouth - Qualified Buyers

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In the last newsletter, we looked at the best ways to initiate a relationship with potential customers, and determine which of them are qualified buyers.  We talked about asking open-ended questions as a way of beginning a conversation that may turn into a sales relationship.  In this follow-up article, we'll explore the importance of follow-up questions.

If you've engaged the customer with your opening questions, you'll then be able to ask more probing questions which will show the buyer you want to know more about what interests them, hence answering the question WIIFM (what's in it for me).

An example of a great short follow-up question is, "Why?" In my opinion, this is the best question you can ask after the customer has shared with you some information.

Consider how your customers would respond to other short examples like, " What have you found..." and "Tell me more" These shorter questions elicit detailed responses and that's just what you want.

On the other hand, asking complex questions often perplex customers. Because they are not sure what you are looking for, they respond with the universal answer representing total confusion, "Huh?".

The Trade Show Exhibitors Association (TSEA) has many suggestions of "Great

Lines" to use as follow-up questions, including:

• Tell me a little about. . .
• What are you looking for in terms of . . .
• What do you see your needs to be?

Remember, don't need to show the potential customers at the trade show what an expert you are -- in fact, it's better to save some of that expertise for a later date. Your goal is to come back with leads that bring sales to your company.  A qualified buyer increases the sales and profits to your company.

Want to re-read the first article? Click here to read the Part I: Qualifying Buyers1