Use RADAR To Develop A Sound Relationship With Your
By Mark Anthony
faced with many challenges - getting in the door, overcoming
objections and the prospects fear of economic uncertainty. But even
more frustrating is being rejected after you offer the perfect
solution to the prospect’s needs and problems. That difficulty is
caused by the #1 sales error of both rookies and seasoned pros.
The most frequent
mistake that sales people make is that once they get in the door
they are dying to tell their prospect everything there is to know
about the product. They focus on selling the attributes of their
product and forget to find out which aspects of their product are
relevant to the prospect’s specific needs. The problem here is that
you can’t sell your product unless you know what your prospect
wants. To discover these needs, you have to stop talking, start
asking smart questions and listening carefully.
The secret is to
stop being the “salesperson” and learn to see things from the
prospects viewpoint. By understanding how the prospect thinks and
by having them admit that they need the benefits you offer, your
closing percentages will soar.
You can accomplish
that through the use of RADAR. RADAR is a method for developing a
sound relationship with your prospect and for finding out what he is
looking for. The letters R-A-D-A-R stand for four sets of
R is for
rapport building questions
AD is for
questions that ask about difficulties
A is for
asking questions affirming your understanding of the difficulty.
R is asking
questions that will tell you the results a person is looking for
from your service. Each category of questions is essential to use
if you want to achieve dynamic results.
The purpose of
rapport building questions is to make the prospect feel
comfortable, relate on the same level, and establish likability.
These questions help you get to know the person. You stop being
strangers and start becoming associates or friends. Remember, when
all things are equal, people do business with the person they like.
Example of rapport building questions:
What made you
go into this line of work?
That's a lovely
accent, what brought you to the United States?
That’s a unique
looking trophy, how did you earn it?
Whether you are
asking your prospect about his college years, his artistic talents,
or how he got started in business he will enjoy talking about
himself. Each question will build a most worthwhile rapport between
the two of you.
questions give you the ammunition necessary to build the case that
your product is the ideal solution to the prospects problems. These
questions teach you what is valuable to your prospect besides
price. Here you have your prospect define needs and concerns.
Prospects often have similar concerns, but when you take the time to
have your prospect express what makes their circumstances special,
you can position yourself to fill that unique void. Examples of
Why do you feel
___________ is your greatest competition?
What is the
biggest problem you have had with a supplier?
Can you tell me
about your biggest difficulty in attracting new customers?
What is your
greatest concern regarding inventory?
For your prospect
to know that you do indeed have the ability to solve their problems,
you have to affirm your understanding of the problems. That is what
the second A stands for.
questions demonstrate that you and the prospect are in synch. They
show that you are listening and that you understand their needs.
Most importantly, affirmation questions get the prospect to admit
that there is a problem that needs solving. Some affirmation
If I understand
you correctly what you’re saying is _____________?
problem you need solved is ______________, isn’t it ?
Isn’t what your
asking for __________?
reveal the prospect’s emotional reasons for buying. They differ
from difficulty questions in that the difficulty question tells you
what they want and the results question tells you why they want it.
If you can get a prospect to focus on why they have a need to be
fulfilled and how they will benefit by your expertise, you are very
close to a sale even before beginning the presentation of facts and
features about your services.
If the RADAR method
ever aggravates your prospect, who may be impatient to conclude his
meeting with you just explain to him that you are asking these
questions in order to serve him through a knowledge of his needs and
problems. To further disarm him, you should also point out that you
are asking these questions to see if your product is even
appropriate for his needs.
To insure RADAR’s
success, be sure to word your questions in open ended style -
questions that give you substantially more information than a yes or
a no response. Don’t be afraid to ask questions. To build your
business and long term clients, you need to communicate. Success
comes when you realize your job is not selling, but fulfilling your
client’s needs beyond their expectations.
The most important
point to remember while conducting the RADAR method is that doing
RADAR does not mean selling your product per se. Rather, it means
establishing a solid partnership with your prospects where you learn
the best way to serve them. That will yield the ultimate result of
many successful sales calls.
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