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In today’s competitive marketplace, many sales professionals struggle to close deals, often missing the opportunity to truly understand what their customers want. The average closing rate in industries I work directly with is between 22% and 25%, meaning a staggering 75% of potential sales are lost. This could amount to $1000’s of dollars in lost sales and profits. But what if I told you that by making one simple change in your sales approach, you could significantly boost your closing rate and increase profits? This post will reveal the most important sales technique that, when applied correctly, can lead to a guaranteed improvement in your results.
The Problem: Misalignment Between Salespeople and Customers
Too often, salespeople rely on their preferences, hoping they align with the customer’s desires. In most cases, that doesn’t work. When I introduced my Mystery Shopper program, I witnessed firsthand how disconnected sales staff can be from customer needs. Let me share a few stories that demonstrate how costly this disconnection can be.
Examples of Sales Gone Wrong:
The Carpet Expert
I once visited a large national home improvement store with a hidden camera as part of a television business segment on retail. When I asked the carpet expert, Sara, to explain the difference between two carpet samples priced at $29.95 and $19.95 per square foot, her response was shocking: “Carpet is carpet, just pick a color that you like, and I’ll give you a price.” That sale could have been saved if she had taken a moment to understand my wants and needs.
The Appliance Experience
During a home remodel, my wife and I shopped for new appliances. Despite clearly stating we wanted American-made products, the salesperson tried to push cheaper, overseas-made appliances. He completely ignored what was important to us. We left and purchased KitchenAid appliances elsewhere—proof that listening to your customer’s priorities matters.
The Jewelry Misstep
When I went shopping for a diamond pendant, the salesperson kept lowering the price on pieces I wasn’t interested in. He never asked any the crucial questions. The whole demonstration was I have this, or this or this. If he had asked questions, he would have known I was looking for something of deep emotional value, not a bargain. That lost sale could have been a significant one.
The One Question That Changes Everything
No matter the industry—whether you’re selling homes, financial services, furniture, musical instruments, cars, electronics, or jewelry—there’s one question that should be asked in nearly every situation:
What is important to him, her or you in selecting this product or service?
This question opens the door to understanding your customer’s needs on a deeper level. It allows you to tailor your presentation and address what truly matters to them. Whether they give you a detailed answer, ask for guidance, or mention their budget, you now have valuable insight to close the sale.
Why This Works: Connection Over Assumptions
By asking this question, you avoid making assumptions about what your customer wants. You open up the conversation and can create a more personalized, meaningful interaction. It does not matter what you are selling understanding the customer’s motivation is key.
The only exception from asking What is Important, would be an example of a customer saying “I want a pair of Adidas Superstars in a men’s size 10.” In cases like this there isn’t a need to ask the question. Simply make the sale, take the money and attempt an add-on. This is what I call a “no-brainer sale”.
Conclusion: Your Path to Higher Closing Rates
In sales, success isn’t just about pushing a product—it’s about understanding your customer. If you incorporate this simple question into your sales strategy, you’re guaranteed to increase your closing rate, grow your profits, and build stronger relationships with your customers.
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FINAO
Brad Huisken
IAS Training
303-503-7835