You'll Become a Better Communicator,

 Negotiate More Effectively, 

and Close More Sales 

When You Discover The Power Of STEP!

The ability to ask the right kinds of questions is the undeniable key to sales success. Asking meaningful and relevant questions doesn’t come easy for most sales people.  Especially when questioning often goes against the strong “telling" habits that come from product-focused training.

I won't lie to you, old telling habits can be difficult to break.  After all, telling has many advantages, for example:

• Telling is “quicker”, giving the illusion that the conversation is moving faster and therefore making progress.
   
• Telling is “easier”, since it requires little planning and even less thought.
   
• Telling is “safer”, because the teller is in the drivers seat and has control of the conversation. In contrast, questions put the prospective buyer in the drivers seat, which feels too risky for the seller.

No wonder most sales people find it more comfortable to sell by telling instead of by asking. The problem is that telling is easy but ineffective, but with practice, patience and persistence you can become a highly skilled questioner.

The good news is when you use the STEP Questioning Sequence your ability to not only ask questions improves but so does your ability to ask the right kinds of questions that develop rapport, trust and confidence in you by the prospective buyer.

The STEP model is made up of four types of questions - Situation, Trouble, Effect and Payback - which form a powerful questioning sequence that successful sales people use during the all-important Investigating or Discovery stage of the sales call. 

Here's an example using replacement windows, but you can try it out with any of your products or services:

Implied Need Statement

“We’re thinking about replacing our windows.”

Situation Questions ask for background and facts about the buyer’s existing situation. They establish the framework for uncovering buyer’s problems. They provide neutral factual information that helps you understand the prospect’s situation. They are a starting place for deciding which potential problems and dissatisfactions to explore.

“What type of windows are you considering?”
“How long have you been considering replacement windows?”

Trouble Questions purpose is to reveal the buyer’s Implied Needs. Clarify the buyer’s difficulties and dissatisfactions. Gain a shared understanding of the buyer’s problems. After you’ve identified a buyer’s trouble or dissatisfaction, it’s important to continue revealing and clarifying until you and your buyer share a thorough understanding of the problem or Implied need. Ask the questions: Where? When? Who? How often? What happens if/when?

“What happens when …?”
“How often …?”
“What problems do you have …?
“How high are your utility costs?”
“Where do you feel the drafts/heat/cold the most?”

Effect Questions help the buyer see the seriousness of the problem. They look outward to other potential problems and increase pain by extending the seriousness of the problems.

“What effect does that have on…?”
“How often does that cause…?”
“What does that result in..?”
“Does that ever lead to…?”
“What other problems is that causing you?”
“How would a more energy efficient window solve your problems?”

Payback Questions ask about the Value, Importance, or Usefulness of the solution. They help you sell by increasing the attractiveness of a solution. Their purpose is to develop the buyer’s desire for a solution by:

• Focusing on the payback of a solution instead of the problem.
• Probing for Explicit Needs.
• Getting the buyer to tell you the benefits of the solution.

“How much would you save if…?”
“How important is it for you to…?”
“What other ways would this help to…?”
“Would it help if I could show you a way to…?”
“If we could save you 30% on the cost of heating and cooling your home, how much money would that save you each month/year?”  

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Help Your Team Close More Sales With a STEP Workshop

Bring Steve in to conduct a STEP Workshop for your organization. This one or two day program will give your team the boost they need to close more sales. For more information, call toll free 866-730-7355 or send Click Here to use our contact form.