Probing For The Sale (1981)

[Music] Yeah. [Music] What a lovely wedding. She's so pretty. >> Hi, Claire. >> Hello. I haven't seen you in ages. How's the writing going? Oh, don't ask. How's the selling going? >> Not bad. In fact, pretty good. >> You really like it, don't you? >> I love it. Nice wedding, huh? >> Yeah. Great. >> Tell me, how do you do it? >> Do what? >> Sell things to people. >> Why do you ask? You've never shown the slightest interest in my work before. >> I know, but I'm a writer and I write about people, and I really ought to know what people do in their jobs. selling for instance. I mean, where do you start? >> Well, the main thing is you have to get the customer to tell you what he needs, which means you have to help him find out what he needs. >> Yeah, but how do you do that? >> You probe for it. >> Yeah, but how? >> Well, it's fairly systematic. You follow a certain line of questioning. >> Like what? What's a typical kind of question you'd ask? >> Well, it depends. I use different kinds of questions. Are you sure you really want to hear all this? Yeah, I really want to know. >> Well, okay. Now, the other day, I was at Vanguard Corporation. I started in by asking simple conversational questions just to establish some rapport and get a sense of the customer's style. >> Wonderful offices. How long have you been here? >> A year. >> Oh. Oh, it's really lovely out here. >> Yeah. >> I guess it's an easy drive, too. >> Yes, it is. >> What does your company do exactly? Well, we lease uh things, vehicles, equipment, different uh things. >> I realized he wasn't the type to volunteer a lot of information. I decided to keep asking questions. Well, as you know, I want to talk to you about copers. >> You must have a lot of contracts and correspondents to copy. >> Yeah, more and more all the time. >> Sounds like you're a growing company. Tell me, what are you looking for? What are your main objectives for copying equipment? >> Well, let's see. Um, something that's pretty fast and uh that could handle a lot. Yeah, that's what I'd say. Speed and high volume. We want to get the stuff out. >> Well, sounds pretty easy. You just sell them your fastest model, right? >> You know, no. Often people aren't too sure of what they really need. You have to work a bit and not just blindly accept the first thing the person says. You want to give them an opportunity to keep talking and express what's really on their mind. >> But what if they're not very talkative, >> but then you have to draw them out. >> You see, at first I want to discover what some of the customers overall goals are. So I begin by asking very general questions. You see Lillian over there? Well, she's a psychologist. >> Imagine how she might question a client to get them to open up. >> I try to use a similar approach. >> Tell me, how do you feel about the way things are going in your office? Are there any problems? >> Well, some, I guess. >> Please tell me. That's why we're here. Well, I don't know really where to begin. I >> I understand. Uh why don't I just suggest something in general and you tell me how you feel about it? Cost control, for instance. >> I don't know. >> Okay. How about personnel? >> Well, they have been complaining pretty much lately. Oh, is that because of working conditions? >> Maybe. Our business has been growing very fast, and when the copy equipment breaks down, it's real chaos. I mean, the work just doesn't get out. The whole place just comes to a stop. >> Well, I think we need to find out more about your problem before you can decide. Don't you? >> I guess. >> You see, you need to take the time to feel them out. There's a big temptation to try and sell your product to the customer before you've really discovered what they need. And once you've determined some of their overall objectives, such as operations or or cost control or better personnel relations, then you can start asking specific questions to find out how the product will actually be used. >> Do you know Ed Taylor? >> Oh, sure. Fasty, >> ace reporter. Well, imagine the kind of style he might use interviewing someone for a story. >> Uh, what about full collating? >> Yes. Uh, you need color reproduction? >> Yes. Uh, how about multicolored paper? >> Yes. >> Uh, do you want the copy paper to contain your letter head >> sometimes? Listen, taxi. >> Of course, you have to be careful with this technique. >> Volume of copy. >> Nobody likes to be grilled >> every day. No more questions. I've got to go. Do you want the automatic feed or flexing? You really do try to find out a lot. Tell me, do you spend all week with a client? >> Oh, Lord, no. Now, I usually see four or five clients a day. >> You're kidding. No wonder you have to have a system. >> I'll say that's a logical stepbystep process. >> You decide what information you need to know, what kind of question to ask. Now, once you locate the problem that's of most concern to the customer, it's often time to use probing questions. Well, these allow you to really zero in on a particular problem or issue. >> You see Dr. Becket over there? Imagine what he might do working out a diagnosis. [Music] A lot of things could be causing your pain, costs, personnel. But when I mention operations, you seem to flinch. Now, is that a particularly sensitive area? >> Yeah, that's what's really killing me. The copers were down three days last week. >> Well, is it that the machines break down a lot or that it's just takes a long time to repair them? >> Yeah, that's it. Sometimes they're out of action for several days, then we're really hurting. >> Well, why don't you train someone in your office to patch them up? H those damn machines are so complicated. Only their specialists can operate on them. Ah, I see. So, your real problem and your real pain seems to lie in the servicing of machines. Now, all these other issues as I see it are just symptoms of this underlying problem. Am I right? >> Yeah. >> You have to explore a bit to find out what's really going on in the customer's mind. Now, people often aren't too sure which of their problems is the most important. A good salesperson can help shape the customer's perception of his own needs. Asking leading questions is one very effective way to do this. >> Oh, sounds interesting. How does that work? >> Well, a leading question directs or or leads the customer's thinking into areas that you think is important. >> Mhm. It forces the customer to make choices. >> Imagine what Anita over there might do when she cross-examines the witness. >> The lovely spread you have here. Tell me, Mr. Parker, if you could get a copier that printed on both sides of any paper, would that interest you? >> Well, yes, it would. >> What would you prefer? A copier that had to be repaired by outsiders or one that could be serviced by someone in your own office? >> Well, I'd prefer one that we could fix ourselves. Now, if this copier were available right now, would you be prepared to lease or buy? >> Well, I objection, your honor. Leading the witness. >> I withdraw the question. Now, let me rephrase that. >> You have to be very careful with leading questions. People don't like to feel you're putting words in their mouths or or pressuring them. If you use too many leading questions, you may never find out what they're really concerned about. Hey, you're really serious about this? >> This is wonderful material. I don't want to forget it. >> Oh, listen. I have to call my office. I'll be back. >> Got to stay in touch. Huh? >> For sure. >> Maybe I'll save you some cake. >> So, let's see. After establishing some rapport, there are four different kinds of questions. The general question. These should be broadly phrased to allow people plenty of room to answer in the way they want. They're both so psychologically sound. I know they're mothers and fathers. >> Then there's the specific question to narrow down a topic to concrete information. >> Let me try one of those. They any good? Thanks. >> Specific questions are also useful in changing the topic. Probing questions help to focus on the customer's real problems, the gut issues. And when a customer seems unable to articulate his own needs, he can use a leading question. Oh, make your call. >> Yes. I was just checking to see if a customer would call back on something. >> It must be pretty confusing keeping track of all your customers and prospects. >> It gets pretty hectic sometimes. >> Can imagine psychologist, lawyer, doctor, reporter. The salesperson certainly needs a lot of different skills. >> Yes, that's right. But you know, it all comes down to two basics. What the customer needs and can the customer buy. >> A little while ago, you use the word we in quotes. Obviously, you're not alone in your business. Tell me more about the operation of your company. >> Well, we're actually a subsidiary of Allied Marketing, but in our office, Jack and I pretty much run things. >> I see. Does Jack have an equal share in the decision-m? >> Sort of. But he really handles the sales. I run the office. But actually, he and I decide most things together. >> Uh-huh. So, there is someone else involved. I think it's really helpful to get this out in the open. Don't you? Sometimes it's hard asking these kinds of questions because we really don't want to hear the answers. But finding out who is really going to make the decision is crucial. >> So it's not simply a question of whether the customer wants to buy, but whether he has the authority and the money to buy. >> Exactly. >> Okay. Thank you. >> Uh just a few more questions, Mr. Parker, if you don't mind. Are you operating on a fixed budget for a copying system? >> Yes, we are. And are you prepared to spend that budget at this time? >> Yes, if we find something we like. >> Well, when would delivery have to be made? >> Uh, within a week of purchase. We can't afford any downtime. >> Okay. Do you have any other fixed criteria or any feature that you absolutely require? >> Yes, some. Uh, could you itemize those? I just want to get the whole story. >> Well, let's see. Uh, >> it's remarkable how much thought goes into selling. >> Oh, yeah. You got to keep on your toes. For one thing, you have to find out about the competition. Now, this is rather delicate, I realize, but many people like to get a second or even a third opinion. And I I was wondering if you'd been talking to anyone else. >> Well, yeah, actually I have. And then, of course, there's our present uh >> suppliers. Oh, I understand. Well, do you have a pre-existing service contract? >> Yes. and the lease buy option which expires next month. Yeah, I don't know what to do. I've been dealing with these people for several years now and I see. And yet your condition, your complaint hasn't really been cleared up. >> No, the breakdowns, the waiting for service, the paper cost, it keeps right on. >> Yeah, the old hard copy syndrome. Well, I'd like to get the whole picture here. And then I'd like to prescribe something which is going to clear up your symptoms and make your copying completely pain-free. >> I was wondering when you stop asking questions and start telling the customer how great your product is. >> Well, we're not quite there yet. >> Yeah, but >> first you have to verify what you've learned so far >> and then you make your case, >> right? >> Now, if I might summarize the facts of the case. Mr. Parker, your business is expanding quite rapidly. Is that correct? >> Yes, it is. >> And you need a copying system that can keep pace with your demands. >> That's right. But I don't think we need anything too elaborate just yet. >> I see. You would like a system that is initially simple, but that could be easily upgraded. Is that right? >> Yes, exactly. >> Further, you said earlier that you were concerned about the servicing of the equipment. I just can't afford any long breakdowns. >> Then having a system that is reliable and could be repaired by someone on your staff is an objective of yours. >> Yes, that would be wonderful. >> Your primary goal is a dependable and economical copying system. Are we agreed? >> That's right. That's exactly what we're looking for. >> Thank you, Mr. Parker. I have no further questions. I think the verification process is a critical step. by restating the customer's needs and and getting his agreement that these are his real objectives. Well, it's like making a contract with a customer. >> Amazing. >> And of course, you realize I do all this before I actually present my product. >> You're kidding. You mean this is just the first act? >> Well, as you should know, if you build a first act, well, the rest should come pretty easily. >> I wish it did. >> Oh, it's my beeper. >> Oh, since when does a playwright need a beeper? >> Oh, it's just a little sideline. It's not my life. It's It's just a little hobby, really. You see, it isn't just a beeper. It actually prints out the message for you. Call Sheila and the phone number. It prints out a 15-word message. >> That's fantastic. >> Yeah, that's what I thought. So, I started a little mail order business. >> You mean you're selling them? >> Yeah, kind of. I don't really know what I'm doing yet. That's why I wanted to hear how a professional goes about it. Well, I'll be Who are you going to sell them to? >> I don't know. People who are out of the office a lot and need to keep in touch and get messages in a hurry. >> People like me, you mean? >> Yeah. >> Incredible. >> That's what I thought. >> No, I mean it's incredible that I went through my whole song and dance about selling and the whole time you were setting me up for a sale. >> You mean you'd buy one? >> Are you kidding? I can't live without it. You've just sold me. >> Oh, great. Wow. Wonderful. >> Where are you going? >> Uh, I'll be right back. I have to talk to some people. Anita and Sam and Ed and Lillian. They're all out of their office most of the time. I'll bet they'd want one, too. Smile. You've just seen the birth of a salesman. [Music] over here. [Music] [Applause] [Music] [Applause] [Music] [Applause] [Music] >> Excuse me, doctor. >> Yes. I was wondering whether you had occasion to be out of your office and miss messages and phone calls. >> Oh god, always the reason I asked is that I've got this little instrument here that makes it possible for your office to get in touch with you anytime you're out of the office. This carry this in your pocket and actually give it so if you had a phone number to call or a person who needed your services Gee, Liz, that's very interesting. I thought you might have literature on this. >> I certainly do and I can get it for you right away. >> Yeah, would you be interested in something like that? You probably got three or more of them. You know, you might be able to get [Music] [Music]