Sunday, September 5, 2010

Understanding Your Customer


Here are 5 topics that you can ask questions about to learn more about your customer (and their company if it's a B2B sale):

1. Company Goals: Fully understand what the customer is trying to accomplish in relation to the product/service you're discussing and what's preventing them from accomplishing the goals.
2. Expectations: Fully understand what the customer expects to gain if they purchase your product/service.
3. Competition: Fully understand how the customer views and evaluates your competition.
4. Company Information: In addition to understanding their goals, understand the basics of their company.
5. Personal: Understand enough about them as a person to make a connection. People buy from people they know and like.

Here's a sample line of questions related to #4 Company Information:
* What makes you different from your competition?
* What's the most unique thing your company does? Why do you do that?
* What are the biggest changes your company has experienced recently?
* What changes are on the horizon?
* How many locations do you have? Do you plan to add more?

And here's a sample line of questions related to #5 Personal:
* What do you do for a living? Tell me about your career path that got you there.
* Why did you make your last job move?
* What are your future plans?
* What do you like about your job?
* What do you like about the city you live in?
* Tell me about your family.

The Erie Sales Club is a joint effort of three leading local businesses: Jameson Publishing, Marsha Marsh Real Estate Services, and VertMarkets.

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