Marketing: Ask the right question

When you’re doing sales marketing, the way how you talk to your client is played the most important part. If you have a good communication skill, you can sold out your product very well even your product quality is suck.

How you ask questions will determine your results.

If you’re selling life insurance, you probably having some problems when you are trying to pursue your friends to buy from you. Most of the time you will get the problems like below:

1. Your friends won’t listen to your phone.
2. They’re trying to stay away from you.
3. Friendship relationship will getting worst.

and etc.

It’s not your job fault but the way how you talk and ask questions. Most new sales people will directly sell the product instead of trying to understand the client problems.

Here are some questions that most new sales people ‘Love’ to use:

(I used insurance as an example)

1. Do you want to buy insurance medical card?
2. Please contact me when you want to buy insurance.
3. Do you have insurance already?

If you’re using the questions above, 95% of people will say NO or REJECT you.

Let me exlplain the first question:

When you’re asking ‘Do you want to buy insurance medical card’? Most people will say ‘NO’ – because you have set a trap for yourself in the question. When you’re asking this kind of question, the asnwer is only YES or NO. (you will get 90% of ‘NO’ for the answer)

How about tweak the question to:

‘What kind of insurance medical card you’re using?’

You won’t get yes or no from this kind of question. if the person able to give you the name of the insurance within 2-3 seconds, which mean they already got the medical card. (90% is honest answer)

If the person answer you the name of the insurance after 4 seconds, 90% is fake answer. Which mean the person do not have any medical card but trying to reject you. Don’t give up, at least you got the information that this person do not have any yet, so you can do follow with him.

Let’s proceed with the question number 2.

‘Please contact me when you want to buy insurance’. (99% will say OK)

If people say OK to you, which mean 99% will not contact you. It’s very rare case that you receive someone phone saying that ‘I want to buy inisurance’. People won’t sold themselve, so please do not ask people to selling something back to themselve.

So how to let people call you for questions? Here’s a good example:

‘I’m now studying insurance, you can call me if you have any questions or problems about insurance.’

99% people will say OK as well. But you will get some of them calling you for questions. You’re not selling them anything but giving free advice and tips. Just like blog, people like to read blog instead of reading salesletter. Blog provide free content but salesletter trying to sell something.

When people has problems or questions, they will seeing you like an expert. They won’t call to the person that they have rejected them before. Because they didn’t reject you previously when you give permission to them to ask you questions. So they’re more comfortable to call you instead of the person who has been rejected by them.

Let’s proceed with the last question:

‘Do you have insurance already?’

This question is something similiar like the question 1. You will get YES or NO for this question.

Use the same tactic like question 1:

‘What’s the insurance company you’re using right now?’

You won’t get yes or no for the answer. But the correct name of the insurance company. Same thing, if they can give you the name of the company within 2-3 seconds, which mean they have already using other insurance company services and 90% is correct answer.

If they give you the answer after 4 seconds, 90% will be a fake answer. Because they do not have any, so they will take time to think one to reject you. Most people will take around 5-7 seconds to give you a fake answer. So you will know that this person do not have any insurance yet and so you can put them into the future follow up list.

NOTE: These example marketing questions are not for insurance only, but I took insurance as an example to share what I have learned from real experiences.

As I said earlier, if you are asking the wrong question, the result will be different. Probaly losing relationship with your friends. They’re afraid of you to sell them something. What if you’re telling them that they can find you or ask for advice when they have any questions or problems about insurance.

Provide free advice and tips will help you to build up the relationship and trust. When people seeing you as an expert, they will take your advice to solve their problems.

Example: John is having problems with his computer. His computer under attacked by Virus and so he’s worrying about his data. He phone you for advice, and you give him some tips to transfering his data to somewhere else and then clear up the files. After that, you will ‘advice’ him to use ‘ABC Anti-Virus’ software to protect his PC to avoid the same case happen.

So, asking the right questions will help bringing more sales, while asking wrong questions will getting worst and worst. Think before you ask.

If you have ask wrong questions previously, no worries, we all learned from mistakes. There is no perfect but we’re trying to make it perfect.

Please leave your comment if you have any questions or comments. Thank you!

[tags] marketing questions, sales marketing, sales communication skill, telemarketing skill, how to ask questions [/tags]

Make Your Customers Happy Part 2 – End

If you have missed the part 1 post, click here to read the part 1

Quick Recap: In part 1– Sell the product that your customers want. Help them achieve their goals, or get their problem solved.

When you creating product, you will need to make sure that this is the product that your customers WANT but not NEED. Both of them are DIFFERENT. The things they need, doesn’t mean they will want that things.

Example: James need a car, so he can go anywhere anytime he want without waiting for taxi or buses.

Take note here: ‘James need a car’

Car is too general, it could be BMW, M.Benz, Toyota, Honda, Mazda, Ferrari and etc. If you simply intro any model to James, then the percentage of closing sale is less than 50%. You will need to know what he WANT.

It could be fair price around $20k, 6 seats, 4 wheels drive and etc. THIS IS WHAT HE WANT.

James need a car but he want the car have 6 seats, 4 wheels drive and price around $20k. So if you intro James BMW that cost him around $50k and just 4 seats, do you think he will buy?

Or you intro him a car that cost around $10k, 4 seats and front wheel drive. Do you think he will buy? Of course NOT, although the price just $10k, but he want a 6 seats car so his whole family can get in.

The customers want 6 seats but you intro 4 seats, and the closing sale is less than 30%.

We know that our product will not 100% fit to all customers, but at least fit their 70% things that they want.

Example: James want a car just cost around $20k, with 6 seats and 4 wheels drive.

If you have a car that have 6 seats and 4 wheels drive, but the  price is around $25k. Then your closing rate is as high as 90% above. Because you have closed 2 of the things he want and just left 1 behind. So it’s time to say something good and sweet why your car is so GOOD, and say a few good reasons is because of 6 seats and 4 wheels drive (keep remind them that the car have 6 seats and 4 wheels drive), so you’re hypnotize the customer to their mind with “This is the Car you’re looking for” or “This is the Car you want”.

Keep praising the things they want, like James want a 6 seats car with 4 wheels drive. Then you target the ‘6 seats’ and ‘4 wheels drive’. Keep prasing how good is the 6 seats car and how good is the 4 wheels drive car. The customers will feel that you have a same thinking with them.

I know this may sound like not good, but HEY, this is WHAT THEY WANT TO HEAR.

Honestly, people like to hear GOOD and SWEET. But I know there are some people don’t like. Who care?

The truth is MOST people like to hear GOOD and SWEET. Do you want to do business with 80 people or 20 people?

You know the answer. We’re doing business, customer willing to pay money just because you can deliver the things they want. Who care you’re talking from your heart or not?

You can say GOOD and SWEET about their car, shirt, hair, hobbies, or the things they WANT. Example like: “I agree, 6 seats car is better because blah blah blah….”

A successful sales person know how to talk to their customer. They’re expert of entertainer! You make your customers happy, you get paid. And they’re more likely to hear from you again (because they want someone like you that understand what they want)

This is simple– do you like a person that always say something bad (negative) or always give bad comment on you? 🙁

If a person always say something GOOD and SWEET and always praise you, I believe you more likely to join with him. You know the answer. 🙂

Remember: There are no right or wrong in doing business. We do business with majority people and give what they want. That’s it. They get the things they want, they HAPPY and you get paid. Thank you!

 [tags] make your customers happy, serve customers tactics, customer service, sales marketing, sales and marketing strategy, advantage sales and marketing, strategic sales and marketing [/tags]

Make Your Customers Happy Part 1

There is no secrets or advanced courses to teach you how to make your customers happy. Every customers will have their own characteristic and styles. You cannot apply the same tactics to all your customers otherwise you will make them unhappy and they will feel that you’re not understand what they want.

This is based on previous experience– You only can know more about your customers when you are talking with them. You will more understanding your customers after conversation with them.

Example: After talking with “James” (your customer), you discovered that James very interested to learn how to play golf and enjoy the game. So the suitable product to John will be the basic golf courses but not those advanced courses or how to win in the game.

Some people might just want to enjoy the game but not win in the game. If you push them to learn the advanced technique then they will fail to enjoy the game. What will happen then? You lose the customer.

Just give what your customers want and they will be more happy to do business with you. Some people might not want to be an expert but want to enjoy the learning process. Sell the suitable product to your customers.

If you’re selling “How to” information, you can consider to split them into 10 ebook or package. Some people might not want to learn A-Z but just some part only. You will reduce the refund rate and also have more happy customers.

We do business with majority people but not the 10% market. It could be harder to attack the 10% market and high risk. We cannot make all customers happy but at least 80% of them are happy from doing business with you. If you find out your 80% customers like to learn basic information, then you could consider to just attack them basic products.

What is basic? Split the information from A-Z into A-C, D-F, G-I…. so on!

If your majority customers are working 9-5 a day, you should know that they do not have the time to learn the A-Z information. Let’s take build an online business as an example– James (customer)

James is currently work as ABC company customer service 9-5 every day and he’s interested to build an online business to earn extra income. So what do you think the best course for James? It’s the A-C (basic) information, because he just want to earn ‘extra income’ but NOT want to quit his job.

Online business and Offline business are the same. You will need to put in your effort, time and money to build it. There is NO push a button and money coming in 24 hours! (NEVER)

When a customer achieve something like he/she successfully made a sale after study your course, then he/she will said that your course is good and better than those ‘Gurus’ course. There is no right and wrong.  The ‘Gurus’ course might teach advanced information or A-Z course and probably cost them thousands dollar.

It’s not easy to learn from A-Z, because it’s takes time to learn and understand. Most people ‘know’ the information after study the course but not ‘understand’ what it mean.

Know and Understand are different thing. ‘Know’ doesn’t mean you ‘Understand’. Like a customer knows he/she will need to build a website, setup opt-in page, write follow up email…… to sell a digital product online! But the problem is he/she do not understand how to setup. Make sense?

That’s why there are so people complain that they have spent a lot of money into the courses but still failed to achieve what they want. Some people are slow learner and they cannot understand the A-Z information. They will confuse and give up fast. They just want to get a small achievement. So help them achieve what they want, but NOT what you want.

[tags]make your customers happy, sales marketing, offline marketing, online marketing, internet marketing, sales tactics and strategies[/tags]

Information OVERLOAD In 24 Hours!

I believe most people will have the same thought in their mind. ( once for a while I will be the same )

Today – 15 Feb 2008, after I took my lunch, I went to the book store and looking for business marketing book and some other internet related books. Some of the books title and cover design very attractive and I nearly buy all of them. But lucky my mind told me that I have already bought a lot of books previously and the bad thing is I never read the book until the last page.

The reason is I was attract by those new books. 😉

This is same thing happen on the internet. Many people ( newbie ) have this same problem, they give up the previous course they bought and buy a new courses. I remember last time I received an email from one of my subscriber, and he asked my advise what he should do in order to make money online.

I told him in the email said that “If you’re new to setup the internet business, I suggest you get a complete A-Z course….” and after a few days, he replied to me said that “Sean, the course you recommend to me, I already have previously and I also have several internet courses, ebooks and membership..” but I still failed to make money online.

Guess what? I just replied to him said that “What you need to do is stop reading all of them, just pick one then only concentrate the only one”

We ONLY have 24 hours per day and if you have 3-4 package information waiting for you to study, then where you get extra time to take ACTION? Most of your time have been invested in study the information. Here are an example:

John took 2 courses to study at the same — “Business Marketing” and “Cooking”. After a few weeks later, he was attracted by the graphics design animation, then he decided to take another design course for his interest and want to create his own animation cartoon.

In this case, John will not expert in one of the 3 courses above. Simply because he don’t have extra time to improving 3 of them. After the “Business Marketing” class, then he will need to attend the next “Cooking” class, and so on to the Design class. The whole picture is, John JUST study the information but NOT improving them. Make sense?

Same in today during in the book store, I was attract by the Donald Trump books. But after I think a few times again and again, I decided not to buy the book at this moment because it’s NOT the right time to study the advanced business marketing book right now and it won’t help me much at this moment stage I’m in.

If you’re just a salesperson, the right book need to study is about the sales marketing strategy or any books that related to the marketing. But if you buy some kind of the books like “Business Management”, “Become A Smart Boss”…. then you’re going to waste the money. It’s NOT because the books information not good, but they’re NOT for you at the moment in your stage.

Choose the only one and then concentrate on that, until you achieve certain of level, then move on to the next stage. Just like once you’re able to fully control the Mercedes SLK 200 sport car, then you probably want to move to another stage with Ferrari sport car! LOL