Sell more by gathering information
using C.L.I.N.G

This is one in a series of articles on approaches to enhancing sales performance. The articles include presentation skills, cold calling, closing, questioning skills, territory management, progressing the sales and many others.

Our real objective in sales should be to close a sale based on the other person's needs i.e. getting them to buy because it makes sense to them.

Too many sales people "think" they know what their prospects want but never really ask. People buy because it makes sense for them to do so, based on what they’re trying to accomplish.

If they needed your product or service so badly, they would have come looking for you!

So how do you learn to come up with a plan that makes sense? Many sales reps guess. They pull an idea out of the air and hope it will be something that matches what the prospect actually wants. Sometimes what they propose matches. Most of the time it doesn’t.

People eventually sell things that way. In fact, my experience is that salespeople will complete one third of all sales, no matter what they do-simply because they contact enough people.

Unfortunately, about one-third of the prospects who could come your way will decide not to work with you, no matter what you do. These accounts are lost simply because the competition got there ahead of you or because of other problems that can’t be overcome.

One third is still up for grabs and that's where you should concentrate. That’s the third where your actions will change the outcome to be a better result for you.

The aim is to tailor a plan that will make sense to each prospect so you can win those "top third" sales. You can’t build that plan unless you gather information to understand what your prospect is trying to do!

A useful way to approach prospects when asking these information gathering questions is C.L.I.N.G

Current

What is the current product/service/situation?

This question helps the prospect relax and open up in an area that is comfortable. Take notes so that you record all the areas where the current product is working both well and badly.

Like

What does the customer like about the current situation?

A further non-threatening question from you and relaxation for the prospect. You will hear the key buying motives that are satisfied by the existing product or service. You must be able to provide satisfaction to these needs when you present your solution.

Improve

What would they like to improve about the situation?

Here you will learn about the unsatisfied needs that you can use to position your product or service so that is is appealing and unique.

Needs

What new needs might play a role in determining future purchases?

Naturally, the prospect will be open to you now as your questions have been non-threatening to the prospect. You will find there may be other needs that could be satisfied should the prospect decide to change suppliers or try your kind of product for the first time.

Go Ahead

If we satisfy current and additional needs can we go ahead?

It is important to remember to adapt your style here at the Go Ahead stage. The key is having the prospect open to moving to the next stage whether that be signing the order or agreeing to a presentation.

Use C.L.I.N.G for ten prospects by the end of the month and track how many you close.