Are you, or your staff losing prospective business?

There is a natural reluctance in most of us to ask questions which may close out a sale.  We fear that we may be seen as pushy, when in fact most people enquiring appreciate a gentle nudge.

Growing up, we all have a natural tendency to enquire – mostly to learn, but also as a means of keeping the conversation going.  Questions demonstrate an interest in the person we are talking to, and in business this can translate into the start of a long term relationship.

Shoppers Anonymous in UK are often asked to carry out mystery shopping visits on behalf of their clients on their competition, to benchmark them and to ensure they stay one step ahead. This conversation, which transpired on such a visit to an Optician was relayed in Jurek Leon's Terrific Tips in April 2017. The dialogue went like this:

Receptionist: ‘Good Morning’
Me: ‘Morning, I was wondering how much it is for an eye test?’
Receptionist: ‘It’s £30, unless you have a family history of Glaucoma then it could be free.’
Me: ‘No, there’s no history that I am aware of.’
Receptionist: ‘Then it would be £30.’
PAUSE
Me: ‘Okay.’
AWKWARD PAUSE
Me: ‘Okay, thanks for your help, ‘bye.’
Receptionist: ‘Bye.’

In this situation, the simplest of questions ‘Would you like me to see when the next available appointment is?’ could have turned this enquiry into £s in the till. Not just £30 for the eye test but potentially hundreds more on new spectacles over the coming years, not to mention referrals. The loss to this business is not just a one-off sum, it is total sum of the lifetime loyalty of a customer. And yet the absence of one simple question terminated any sale or potential sale immediately. (article ends)

The conversation contained in that article would be typical of many held in the reception areas of many medical and professional practices, and I would venture to say many retail and service outlets.  It is so simple to train your first line staff in the art of asking a closing question.  In most cases, the staff member probably doesn’t see it as his or her job, and why?  Because they haven’t been trained any other way.

So have a look at what is happening in your business.  Stress to everybody who is in contact with potential customers or clients that they have an important role to play, and may well be instrumental in securing a lifetime customer just by asking the right questions.