Elizabeth Hilla
By Elizabeth Hilla, Senior Vice President
Use Questions to Diagnose Your Customer’s Needs
A good doctor wouldn’t prescribe treatment for a patient without asking questions first: What’s the issue? How long have you been hurting? Does it bother you when you sleep? and so on.
That’s why it makes sense to diagnose first and treat second – but too many of us forget this when we’re selling. We want to jump into our “prescription” for the customer before we’ve asked questions about “where it hurts.” Sure, we may ask a couple of cursory questions like “what do you currently use for X?” But really, we’re chomping at the bit to start talking. The result can be wasting your customer’s time describing a solution that isn’t matched to their problem.
So how can you better diagnose a customer’s problems while simultaneously providing solutions that meet a real need? Make probing the most important part of your sales call, not just a warm-up to your presentation. Here are some suggestions:
- Never start presenting without probing first. The other day I was at a trade show and someone came by and asked, “Why should I join HIDA?” I launched into a really great list of reasons, only to find out that the “prospect” wasn’t in the healthcare distribution business. Get more information by asking a question or two of your own, and you can more appropriately tailor your responses for the person to whom you’re selling.
- Start broad, then focus: “Open probes” are great for finding needs. These questions are non-threatening because they don’t try to steer your customer in a particular direction. For example, you might start with “What’s your biggest clinical challenge?” rather than “How does your staff manage obese patients?”
- Be sincere. Always be genuine when probing. Show your customer that you are invested in their success. Don’t just ask questions to keep the conversation going.
- Be tactful. You already know never to imply that a customer is using an inferior product or supplier. (Not, “You’re still using Acme sutures – don’t you know that they cause skin irritation?” but rather, “Acme sutures have been the standard for decades. But have your patients expressed any discomfort?”) Phrasing probes tactfully can be tricky when you’re trying to identify specific problems. If you want to determine if a facility’s readmission rate is high, for example, try appealing to a customer’s business strategy: “Many providers are looking intensely at readmissions. Is that a concern here?”
- Don’t press too hard. Let’s say you ask about those readmissions, and the customer says it’s not a big issue. It’s tempting to try asking your question a different way, especially if you have a product that addresses this issue. However, backing off is usually your best strategy – it shows the customer that you are listening and that you want to address their distinct needs, not that you are pushing a one-size-fits-all solution.
This brings us to probing’s all-important partner – listening. It’s easy to miss your customer’s answer if you’re thinking about your next question or big pitch. To improve your listening:
- Stay present. Ask the question, and focus on the response. Don’t worry about what comes next – you’ll know what to do once you hear what the customer has to say.
- Reduce distractions. This might include trying to move your conversation out of a noisy hallway and into an office, turning off your phone, and forcing your brain to focus on a prospect’s words and body language.
- Engage yourself both mentally and physically in the conversation. Lean in, take notes, and feed back what you’re hearing. Ask follow-up questions like, “So your facility’s readmissions rate is actually way better than the norm, is that right?”
Most patients trust their doctors because when doctors ask questions, it is seen as a sign of professionalism and interest, not a waste of time. Use probing and listening to build similar trust and better relationships with your customers.
For more on probing and listening, check out HIDA’s AMS Sales Training Program. For more information, contact Elizabeth Hilla, 703-838-6130, hilla@hida.org.