Answers to the tough questions……

Customers can often be sceptical when you are talking to them or calling them for the first time. So understandably, you should expect some tough questions. The key however is not in the planning of what you might need to say, but rather in how you handle the tough questions when asked. How you handle tough questions will determine if you progress or not.

Here are some suggestions to help handle the tough sceptical questions that will come your way:

Seek clarification: Customers tend to ask two basic types of questions. The first type can be specific around capabilities, features, price or an issue, while the other type are more general in topic, or even just your opinion. Whatever the type, be sure to understand the question before answering it. You might want to rephrase the question to your customer in your own words, or ask for further detail before answering. Many times questions are too eagerly answered, unfortunately resulting in an answer to a question that wasn’t even asked.

Show competence. If you really know your industry, specialisation, products or services, and how they compare against the competition, no specific question is too tough. Where possible, frame your answers by beginning with statements that confirm your competence and credibility. Citing sentences like, “Based upon my experience working with this company” or “I’ve been asked that many times over the years.”

Share specialisation. Your customer is seeking a business partnership, someone they can trust who really knows their stuff. Just knowing how something works will never be enough to win the heart and mind of your customer. Know your craft, and also know where you aren’t an expert. Then apply yourself to becoming a trusted advisor by intently listening to the questions the customer asks, the motives behind them, and then apply your expertise to solving that customer’s business problems. In fact, in this position you won’t actually feel like you are selling anything.

Shift subjectivity. There will always be the inappropriate question, the inane generalisation, the reference to the lowest denominator, bad past experience or subjective banter. Don’t get flustered when you’re asked such questions. Simply shift it by saying something like, “The question you really should be asking is … ”

Share your stories. The most important stories you can share are those about your customers who are successfully using or benefiting from your products and services. Instead of drumming into the customer all the facts and figures, illuminate your answer with a real life example that is memorable and has impact.

Say it strong. It is not just what you say in answering the tough questions. It’s also how you say it. Saying calm and confident is so important, and it can be noticed just as easily over the phone. Start by taking a deep breath, avoid defensive conversation where you feel you need to justify yourself, and stay positive with solutions in mind. It’s okay to disagree with someone without fear of losing the relationship. Finish your sentence confidently, peaking in tone as you close the sentence. The last thing you want is for your voice to trail off at the end, suggesting uncertainty or lack of conviction.

Remember, behind every question customers ask is an ulterior motive. They may want to validate a bias or throw you off track. That’s why you shouldn’t be too eager to answer or say yes to every question you are asked.

Therefore, clarify and rephrase tough questions, respond with industry and business expertise to ensure credibility, shift inappropriate questions to different topics, and maintain your composure at all times.

An old philosophy holds true here: “Not will the other person believe it. The real test is, do you believe it?”