Salespeople are reminded continually to find out why they lost a sale. But nothing is more important to your future success than finding out why a sale was won – and why a product or service was desired.
Ask three questions
As a result, every time you win a sale, it’s a good idea to ask these three questions:
- What was it that I said or did that led you to choose us over your other options? The answer will tell you what your competitive strengths are. This answer is the single most important fact that you can glean from each “win.” Focus on doing more of whatever they tell you in every future competitive sale.
- What did you like and what didn’t you like about the other vendors you were considering? This will tell you volumes about your competitor’s relative strengths and weaknesses as they are perceived by your prospect. This information will be almost as good as if you had been present for your competitor’s presentation. It may also tell you what your competitors tout as their competitive strengths and give you a chance to research their claims.
- What did the other vendors tell you about our firm that you found relevant or interesting? Not all of your competitors take the high road. You may learn how they sell against you, which can help you find ways to counter their tactics.
Adapted from “Competitive Selling: Out-Plan, Out-Think, and Out-Sell to Win Every Time,” by Landy Chase, a sales trainer and consultant.
