They Don’t Care What You Know – Until They Know That You Care

Apr 10, 2011

“They don’t care what you know, until they know how much you care.”  That’s more than a motto – it’s a reminder that I’ve shared with sales professionals throughout my entire career.  It’s especially significant when times are challenging and competition gets tough.   Why? Some agents meet that type of market aggressively and with dollars in their eyes.  While it’s ok to want to be a FOR PROFIT business, when profit is the only thing you’re focused on, or for that matter, when your focus is on anything else other than your client or customer such as the messages on your smart phone, the email on your blackberry, the call from someone else…then you’re missing the point – and of course, you’ll miss the business. As professionals you should learn to show your care and concern, project your service commitment AND keep control of the sale situation.  One of the best ways to do that – is by asking QUESTIONS.  There’s so much power in questions.  They allow you to be in control and the person answering to be engaged and interested which is the key ingredient to getting them to do business with you!  I like to teach my audiences to ask what we call “wopen” questions.  That is – open questions that start with those famous five “Ws” – who, what, when, where and why.  Why?  (Glad you asked!)  Because asking open-ended questions prompts your customer to give you more than just a “yes” or “no” answer.  It draws them in, invites them to elaborate and provides you with not only a great opportunity to engage – but to listen and learn for all that valuable information that their sharing in between the lines.  Questions are a great way to gauge motivation, test the water for closing questions and find out any fears or objections they might have that would keep them from making a decision.

Like any other sales tool or technique, asking the RIGHT questions takes practice.  So, practice!  Make it part of your day – every day.  The more comfortable YOU are asking questions – the more comfortable your customers or prospects will be answering them.  Especially those closing questions.  In today’s world, you need to have courage to ASK for the business, but first step first – let your prospects and customers know and FEEL that you care.  In the manner that you speak, the tone of your voice, the body language you project, the questions you ask and the intent that you project.  Care, Courage and Questions=a great sales combination!

Good luck and we’re here if you need us!


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