When a salesperson is dealing with a customer, one of the first things I like to. ask at the first review stage is "tell me a couple of interesting things about your customer." What I'm looking to establish here is whether the salesperson has qualified the customer and not just qualified the deal. It's the subject of my new sales training video on the AM website (www.am-online.com/symcotraining, or at www.symcotraining.co.uk) this month. Let's say for example the salesperson tells me, "they've had their car for four years and now they are looking at a Focus." This is deal qualification, not customer qualification. Deal qualification is important, but we need to qualify the customer too. Why? Because it helps to build that all-important rapport. It could be something as simple as asking them what they do for a living, or finding out about their hobbies and interests.
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