Imagine my surprise as I was reading BusinessWeek magazine on the plane this afternoon as the editors of the article proceeded to document statistics of what women want in cars. That certainly got my attention, because I love to buy cars and am particularly picky about my automobile's features.

So, here's the rub. I don't like what other women seem to. For example, the article said that just 3% of women want a GPS navigation system. To me, a GPS is the greatest invention since  spandex! I want to know where the shortcuts are and I may need to stop at a Nordstrom on the way to my hotel.

 

Now, 62% of women want to fold down their seats. Why, I ask? Don't people SIT back there? I don't want to haul stuff around, that's what delivery trucks are designed to do. Forget laying down for storage, just give me something most women prefer not to have...a sunroof! 42% of women said these were unnecessary. Say, I LIKE to have my hair blowing in the wind. I love the sun shining into my car when it's not too hot. Who are these women that are fussing with their hair while driving?

 

Now that I've ranted, what does all of this have to do with you as a sales professional? Everything! Even if you don't sell cars, I want you to consider that many times we have customer expectations that are downright wrong. These are the preconceived notions that get us into trouble as salespeople. Making assumptions is dangerous to closing sales. For example, if I were going to buy a Lexus and the salesperson focused on what the "statistic" women want, I'd have a car with folding seats, no GPS, a car devoid of a sunroof. Yech.

 

It all goes back to qualifying for each individual. Asking the "tell me about" questions at a car lot, a financial firm, or a bakery, is what's going to create the solution to meet the customer's needs. So here are your top 5 tips for seeing what the individual customer wants:

 

1. Don't assume. Ask. Begin each sales interaction as a blank slate of information that you need to fill in.

 

2. Beware of preconceived notions and prejeudices. If you THINK the customer can't afford your top of the line solution, you certainly won't get the deal for it. Put those ideas aside.

 

3. Listen between the lines. Notice your customer's inflection, pauses, and emphasis while he/she is speaking. If you are truly listening, that's ALL you are doing at that moment.

 

4. Offer TWO alternative solutions. When you provide two choices, typically the customer will prefer one and you are going to get the business. When you have just one, or worse yet, 136 solutions, it's confusing and customers don't buy.

 

5. Remember your customer is THE most important person in the world at that moment. Focus on what is happening in the interaction so you can provide the best possible solutions on the planet!

 

(c)Renee Walkup, All Rights Reserved, www.salespeak.com 678 587-9911