Listening and Understanding Customer Emotions

Have you ever called on a customer who shared with you a problem about his existing vendor? He’s unhappy and asks you if you could help — is that a buying signal or what? But wait! Instead of saying yes and launching into a spiel about how great you and your company are, respond with:

Yes, I believe we can help you, but first let me understand your current situation…Can you tell me exactly what happened that’s causing you to look at other options?”

Your objective: get your customer to tell you his story. There is nothing more powerful than letting a customer talk — reliving his bad experience with an existing vendor. Doing so brings up emotions. And emotions are what motivates people to buy. Only after you’ve been able to stir a customer’s emotions can you present a viable solution.

Asking the right questions will ensure that you are listening and understanding your customer’s problems and needs — creating a healthy environment to close more sales.

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Paul Cherry

For over two decades, sales expert and author PAUL CHERRY has helped B2B sales professionals close more deals in all major industries. As a recognized thought leader in customer engagement strategies, Paul Cherry has been featured in more than 250 publications, including Investor’s Business Daily, Selling Power, Inc., Sales & Marketing Management, The Kiplinger Letter, and Salesforce.

Performance Based Results

Paul Cherry is the president of Performance Based Results. PBR delivers intense, customized sales team training programs and sales management coaching to companies throughout North America. Paul has worked with more than 1,200 organizations, including 175 of the Fortune 500, plus more than a thousand entrepreneurial, small to mid-sized, cutting-edge businesses looking to dominate their niche markets. Clients typically get 7 times their return-on-investment (ROI) or better.

Questions That Sell

Paul Cherry’s top-rated bestseller, Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants (AMACOM) has been listed on BookAuthority’s “100 Best Sales Books of All Time” and has been published in four languages. He is also the author of Questions That Get Results (Wiley) and The Ultimate Sales Pro (HarperCollins Leadership).