SLH SALES SYSTEM SALES TRAINING MORSEL #55

//SLH SALES SYSTEM SALES TRAINING MORSEL #55

SLH SALES SYSTEM SALES TRAINING MORSEL #55

THE “THIS-OR-THAT”
THE FORCED-CHOICE OPTION
DAVID RUBINSTEIN
EDITED BY
JIM OLSON
We’ve talked about how an open-ended question “invites” an expansive response. Using “WHAT, WHY or HOW questions (Inviters) makes our jobs easier and more successful. At the same time, we know that closed-end questions work in the opposite direction. Using the words – CAN, DID, MAY, DO, etc., (Shutters) “shuts down” the sales process.
There is a third (3rd) type of question that I call a “ThisorThat.” Sometimes its called a “forced-choice option.” ThisorThat questions guide, shepherd, nudge and sometimes force the Buyer/Listener where you want them to go. These are very useful, but like almost anything else, should be used only when appropriate and in moderation. Too many of these  can sound like a private detective or District Attorney.
When used properly, ThisorThats give people a choice between two (2) options, both of which help get closer to a clear understanding of the Buyer’s situation. It can almost be assumptive in nature. ThisorThats can be used near the end of the sales process, sometimes even to ask for the order, e.g.
·         Would you prefer delivery on Tuesday or Wednesday?
·         Do you want to pay cash or with credit?
People will often tell me that “there have been changes in my company” and I’ll ask:
·         Is that a good thing or bad thing for you?
The only time I use Shutters is with this type of question.  Instead of a yes or no, it gives the Buyer specific options.
When it makes sense, start using ThisorThats – another questioning tool that helps determine Buyer’s needs.
What do you think?
Good Selling to you!
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2012-03-19T15:39:00+00:00 By |Uncategorized|0 Comments