Climbing the Sales Ladder

step is so critical it cannot be overemphasized. If a salesperson has not taken the time to create a communication channel with his or her prospect—or know anything about that prospect—and vice versa, there is no basis for any mutual affinity, and communication will be nonexistent. Before any sale can be processed, there must be a connection and some relationship and confidence built between the two parties.

The best way to accomplish this is to ask questions and listen carefully to answers. When people are talking about themselves (i.e., company, family, life, and challenges), they will naturally feel better about the salesperson. An initial relationship can be built if the salesperson is a good listener and asks the right questions. Listening is what enables the prospective client to build trust and have rapport.

Before listening, one must be prepared with questions. The four Cs refer to asking questions that can be useful when approaching customers.

1. Curious. Obtain as much information as possible about the business. Ask many open-ended questions and express interest.

2. Change. Obtain details on what has changed in the past few months. Who transferred out, who got promoted, what are the new product lines, how has their business changed?

3. Concerns. What are the biggest issues the company is facing? What is it constantly having trouble with?

4. Consequences. What are the consequences if Problem X is not solved? What impact is the company feeling from Issue Y? What would happen if Problem Y does not get solved? How has the problem been solved in the past?

The fourth C is the most critical because, after thoroughly answering these questions, a prospect will often simply ask the salesperson for guidance.

Sometimes, when talking about concerns, a prospect may display emotion. When feelings such as anger, frustration, grief, and apathy surface, key issues have been brought to light and it is important to focus and keep listening. When people feel enough pain, they will frequently seek guidance and ask for help.

The best way to get into a party is to be invited, and the four Cs are your ticket for entry. Salespeople who try asking these questions during their next sales appointment will be amazed at the results.

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Patrick McClure is the founder of Connexia Group, a business consulting firm specializing in accelerating performance in sales, management, and presentation skills.

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