Questions Are the Answer

When you work with a new-car prospect, don't you agree that you should try for several minor “yeses” before you go for the big “yes” buying decision? It makes sense, doesn't it? It would be helpful to learn a specific technique that would begin a string of “yes” answers, wouldn't it? You're probably getting tired of all these questions, aren't you?

If you answered yes to these four questions, you've just proven the effectiveness of the "tie-down" questioning technique. Let me begin by defining the term tie-down. A tie-down is a question at the end of a sentence that calls for a positive response. Here are some examples:

"A reputation for excellent service after the sale is important in making this decision, isn't it?"

"I can tell you are happy to hear that we have a wide range of financing options, aren't you?"

"You can see how our evening service hours would make your life easier, can't you?"

This technique works most effectively when you tie-down a positive statement about the benefits of your services that you know your prospect needs. The key is to not over-use them so your prospect won't suspect you're using a technique. Here are 18 standard tie-downs that you'll find useful:

You don't want to use too many of them with any one client, just enough to get the “yeses” flowing. Experiment with your existing presentation until you find a comfortable number of tie-downs to use without sounding repetitive.

Another way to keep these tie-downs from sounding overused is to use them in other forms: "inverted” and "Internal.” I'll use the same example as above to demonstrate them.

STANDARD: A reputation for excellent service after the sale is important in making this decision, isn't it? INVERTED: Isn't a reputation for service after the sale important in making this decision? INTERNAL: A reputation for excellent service after the sale is important, isn't it, in making this decision?

The inverted and internal tie-downs allow you to hide the fact that you're using a technique while adding warmth to your statements. By using all three types, you'll have a good mixture of them to build into your presentation. Once you've learned them and worked with them, use of the tie-down will become a speech habit that will improve your business and your earnings.

Another form of the tie-down you might consider using is the "tag-on tie-down." It can be used in a variety of ways. The simplest is to tie down a positive statement your prospect has just made. For example, if he says, "Having a good extended warranty is important," you would say, "Isn't it?" The prospect made a positive statement and you agreed, but then you also asked for another positive statement. The statement being the word, "yes.”

Another useful questioning technique is the "Alternate of Choice." An alternate of choice question is one that suggests two answers, either one will confirm that your prospect is going ahead. The easiest example of this is for getting an appointment. The average salesperson will say to their prospect, "When can we get together?" This allows the prospect to say, "Never" or "I'm too busy just now, I'll call you later."

In using the alternate of choice question, you would say, "I have an appointment opening this afternoon at 3 p.m. or would 4:30 p.m. be more convenient for you?" You've given your prospect two choices, one of which they will most likely agree to. If they cannot make either appointment, they'll tell you and you can counter with another alternate.

This is also a good technique to use when you try to get a delivery date from your prospect once they show signs of going ahead. “You mentioned wanting to remove some things from your current vehicle. How soon would you want to take delivery of your new truck? Today or would tomorrow be better?” Just remember to use it whenever you have two alternatives you can give to your prospect, and both of them require a positive response.

These two simple questioning techniques are the first steps to turning your existing presentations into positive momentum builders. Remember, a quick reading of these techniques will not do. You need to read them, study them, learn them and practice them until they become a natural part of your speech. If you have to stop and think before using these techniques, your prospect will suspect you are using a sales technique and will try to fight you. Once they've become a natural part of your speech, they will flow smoothly and add warmth to your presentation. All it takes is one "yes" to turn a prospect into a satisfied client.