Understanding customer inquiries
Before a situation can be resolved, the query needs to be clarified so all parties
understand what is being asked for. This may involve paraphrasing the query,
asking further questions then rephrasing for confirmation. For example,
sometimes a salesperson will offer the cheapest product or service line if they
think the customer is being indecisive because of the cost. In many cases, the
cheapest option may not be what the customer wants; asking a few questions
will soon clarify this.
To match a product/service with a customer, the salesperson needs to find out
what is driving the customer towards a decision; for example, it may be cost,
aesthetics, safety, performance, social acceptance or after-sales service.
To train new staff, provide a range of situations to role-play, or ask them to
shadow you or another experienced person to observe techniques to identify
what the customer wants.
In complex contractual situations there are often specific terms and conditions
written into the commercial relationship. You can ensure your staff and
colleagues are aware of each specific situation via:
f regular or irregular meetings
f information circulars such as emails, newsletters or blogs
f collaboration during contractual negotiations.