By John Malmo
http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-984272.mp3
Know the Right Questions, by John Malmo.
Memphis, TN – Since nobody has all the right answers, the best alternative is to know the right questions.
The first time that struck me was when a coworker and I were heading for the first meeting with a large potential customer whose products are in grocery fresh meat cases. We'd been working for several years for other customers whose products were in the fresh meat case. We knew there were very few other advertising agencies in our part of the country that had that experience. So we felt pretty good heading to this meeting. Not because we knew all the answers. Because we knew all the right questions.
We knew what to ask so we could help. And we knew that in the asking, the prospect would learn pretty quickly that we knew our way around the fresh meat case.
It's always puzzled me how many people trying to sell you something can tell you all about their business. And what they offer. But they don't know anything about your business. So they haven't the faintest ideas of the right questions.
The most basic aspect of selling is that the buyer must have a need, or at least a perceived need. If you don't know anything about the customer or her business, it's impossible to be able to identify a need. And that spells No Sale.
John Malmo is a marketing consultant who concentrates on helping business owners grow their businesses with effective marketing. To reach Mr. Malmo, hear and read more of his commentaries, or ask him a direct question, go to AskMalmo.com.
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