Perhaps the most important work in selling is “WHY?” This word should be used more often particularly by salespeople.
Many salespeople tend to respond to any objection with “yes, but” that often prohibits sales. A salesperson will get nothing by debating customers whether existing or prospects. On the other hand, a simple question of “why” can favorably set the mood for the salesman and customer to discuss things in a friendly manner.
If the prospect is an established businessman, for sure he will have his heart out talking about the business he likes most. The salesman’s interest in his concerns creates a feeling of comradeship. If the salesperson find a way to assist him with his concerns, confidence and respect will be gained, which will eventually lead the businessman make his orders.
According to Lincoln, “If you would win a man to your cause you must first convince him that you are his sincere friend.” This can be undeniably true in all kind of persuasion.
There was a salesman who listened sympathetically to his customer’s grievances: that the business was bad, that the customers were not buying, that nobody had enough money to buy, and so on. Their talk turned to ways of rearranging goods so they would be eye catching to customers.
The salesman helped the storeowner arranged the goods in a way that the goods will be appealing to as many of the senses of the buyers as possible with focus also on the product the salesperson carry. The storeowner was so thankful for the help, and as an afterthought, ordered more products but the salesman instead advised him not to overstock.
By showing genuine interest in helping customer, a salesperson can improve his sales performance without overstocking the customer with his products.