The “Top Secret” Sales Question

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This Top Secret Sales Question could result in an immediate 10% annual revenue increase if used properly . . .

I have always found communication between salespeople and their clients very interesting. I usually refer to it as Humanities 101, where we get to witness first hand why, very often, salespeople dig themselves into a hole: Too much talking, not enough listening, not adjusting the sales presentation to the personality style of the client, and hundreds of other sales violations that occur hourly.

The good news is that every salesperson out there, with just a few good, new sales skills, can change their sales revenue dramatically by using the “Top Secret Sales Question.”

Here it is:

TELL ME ABOUT YOU

Can you believe how simple that is? Four words. That’s correct, only four words. One of the most powerful questions a salesperson can have in their sales tools box. It is easy to ask the question, yet it is easy NOT to ask the question if you don’t incorporate it into your sales process and really understand the significance of it. Most importantly is the client’s response to it.

Marketing Co: 94.7% Sales Increase from 12 months of Business Consulting!

Now, please note E X A C T L Y how the Top Secret Sales Question reads. It doesn’t say “Tell me about your business” or “Tell me about you personally” or “Tell me about your company?” It simply says: TELL ME ABOUT YOU. Here is why you MUST ask the question exactly as I pose it to you. When you ask it in the way I am emphasizing, the question is neutral and open ended, meaning that it does not prompt your client as to how they respond to the question. By your not prompting your client within the confines of the question, it allows for a free flowing response from them.

Why should you ask this type of neutral question? The biggest and most significant reason is that through the client’s spontaneous response, two very important insights will become obvious:

1. The Personality Style of the Client!
IE: Director, Socializer, Relater, Thinker
Knowing this allows you to structure your presentations so you can mold it around the personality style of your client. This brings you closer to CLOSING the deal!

2. Buying Clues!
You give a green light to your client to speak. LISTEN UP and listen for buying clues that your client will give you. This brings you closer to CLOSING the deal!

Sales People who have a decline curve on their revenue stream are usually guilty of selling their product as if they were selling themselves – you do this because it is comfortable. Sales People who are increasing their revenue stream are very aware that they must modify their presentations around each, individual client. And you start this process by asking, “Tell Me About You” . . . and then be quiet!

Now, get some depth to this training. When you give that client a GREEN light to speak, and you do not prompt their brain for a specific response, the client FEELS, that the salesperson REALLY wants to listen. This automatically sets up a sales distinction. Beyond that, if you REALLY listen to the response - and the client senses that you are LISTENING, you start building the yellow brick road to gaining trust and intimacy with your client. I like to call it building a bridge to that intimate human connection with the client. The client feels safe with you and will disclose to you the buying clues that you so eagerly want to help you close the sale.

“Chuck is informed, pratical and tells it like it really is in his SalesMastery course. This training will help any person who needs to work with people in any sales related industry!”

— John Jones
John Jones & Associates, McKinney, Texas

The next question I get from salespeople is “When do I ask the Top Secret Sales Question?” The answer is pretty simple. You ask within the first 1-5 minutes of normal dialog with a client - key word being DIALOG - not when you are doing your sales pitch. Don’t meet your client, shake hands, and immediately ask, “Well, tell me about you.” Have some dialog first, find a little common ground, and then pop the Top Secret Sales Question. And when you pop the Top Secret Sales Question ask it like a public speaker would if asking it in front of a large audience. It would go something like this:

Speak slowly, methodically, and with confidence in your voice. Make eye contact with your client (or make eye contact with yourself via a mirror if your communication is via a phone call). Bring your hand to your chin and really look at the client. Become silent for just a moment, giving them a pondering look as if you are really ready to say something of significance. Speak S L O W L Y. Then, while looking them in the eye say . . . Mr. Client, do me a favor, and TELL ME ABOUT YOU. Articulate it as a direct statement. Then be prepared to listen, and I mean really listen to all the insights that will come across in their response! Don’t interrupt, don’t give advice, and don’t formulate a response . . . just really listen to them! Be prepared to write down the significant content of their dialog!

Here is a quick reference for you to understand what happens with the client’s responses to “Tell Me About You”:

The Director – will respond immediately with some sort of an ego statement. I have the most successful . . . I have this, I have that, etc. The response could be structured 1000 different ways, yet if you detect EGO via your superior listening skills, you will know that is a Director personality.

The Socializer – will respond immediately with some sort of feelings-based statement such as: “my family, my kids, my friends” or “I heard about you from so and so,” etc.

The Relater – will NOT respond immediately. They will usually ponder your question and then, after checking in on what they FEEL about YOU, will dish the question right back to you, to take the spotlight away from themselves. Example: “Tell me about you first and then I might tell you about me.” The last thing the Relater wants is to be placed in the spotlight. If you continue to talk about feelings-based subjects for a few minutes, they usually will settle down and start conversing with you.

The Thinker – will not respond immediately because they are THINKING. They, in turn, after being asked the Top Secret Sales Question, will begin pondering on their own and become silent. Then, they will state . . . “That is an interesting question . . . why do you ask?” Your answer is simple: “I am asking because your responses to that question will help me better understand you so I can be sure to deliver you information on my product or service in a way you like to be communicated to.” Fair enough? Isn’t TRUTH a powerful sales ally?

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Note: This method is not 100% successful but it comes pretty dang (dang is a Texas word – means “darn”) close to it. You must practice it on a daily basis to become efficient at it and really understand what the responses will do for you in understanding the client’s needs and wants. Again, getting you closer to closing the deal.

Think about it? Do you really have the power of the awesome Top Secret Sales Question behind you? Do you REALLY listen? Do you really care about the client? Or, do you only know how to “suck up & kiss up? Do you possess the advanced skills necessary to get intimate with a client? Either way, I challenge all of you to place this easy sales method of operation into your sales tools box. If you do, and you implement it today, I can guarantee you at least a 10% increase in closings and in your revenue.

Good selling!
Chuck

PS – Please note that over the next couple of months we are going to go in-depth on selling to the different personality styles here at www.getsalesresultsnow.com

PPS – If any of you have a specific sales area that you need help with, drop me a line at chuck@chuckbauer.com and let me know what you need. I’d be happy to produce a short training video for your specific challenge. Whether you are Salespeople or Sales Managers, it doesn’t matter, just let me know.

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