1: They call him Columbo.
After the television character in the 1970s detective show of the same name, Jeffrey Fox writes in How to Become a Rainmaker.
Columbo is the top salesperson at an adhesives company. He has two degrees in engineering and a postgraduate degree in mechanical engineering.
“He knows how things are made,” Jeffrey notes. “He can take apart anything and put it back together. He knows springs, fasteners, seals, valves, blueprints, machinery.”
But what is the biggest driver of his success?
He asks questions. Lots of questions. Here are some examples of the questions Columbo asks:
• “How do you make this part?”
• “Why do you make it this way?”
• “How do you assemble the part?”
• “Why do you put that bolt there?”
• “How much do the bolts cost you?”
• “If you could eliminate one bolt per assembly with a less expensive method, that would save you money, correct?”
• “If I can show you how to fasten the assembly as well as it’s fastened now, but with less cost to you, would you be interested?”
2: What is the biggest criticism of salespeople?
They don’t ask enough questions.
“Pre-planned, practiced questions are arrows in the salesperson’s quiver,” Jeffrey writes.
“Good questions get the customer talking, elicit information, allow the salesperson to listen, and demonstrate to the customers the salesperson’s genuine interest.”
3: So why don’t salespeople ask enough questions? Lots of reasons.
“Ineffective salespeople don’t prepare enough questions in precall,” Jeffrey observes. “They don’t write the questions down. They mistakenly think questioning is intrusive, impertinent.”
Or, they mistakenly believe asking questions will make them look dumb or diminish their expertise.
Worst of all?
“Ineffective salespeople assume they already know the answers,” Jeffrey writes.
More tomorrow!
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Reflection: Do I pre-call plan and prepare questions in advance before important meetings?
Action: Run an experiment. Prepare an extensive list of pre-planned, practiced questions before my next sales call or important meeting.
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