In my last blog, I introduced the concept of ‘anchoring’. Anchoring is based on the idea of helping a prospect form a link in their mind. This link is between the product or service being offered and a specific improvement to the results of their business.
Anchoring improves the chances of closing a sale. The prospect wants a result, and they’re willing to look at a product or service that can deliver. Anchoring a referral can help make it a ’5′ on a BNI referral slip.
Anchoring also has the great advantage of making selling seem less like selling! Because it starts with questions about a prospect’s business, there is no immediate leap into a sales pitch.
The anchoring technique requires four types of questions:
- Today questions
- Problem questions
- Affect questions
- Performance questions
With a bit of practice this becomes a natural process and helps to show that you care about the prospect, their needs and wants. The key point is that the right questions help create rapport – based on listening and creating empathy, which are key traits of top sales people.
When making a referral, anchoring can help you suggest a sales path for the person you’re referring because you’ve already worked out the link – and also the right questions to ask.
It also helps your colleague tailor their sales approach and should increase the chance of your referral leading to a sale. And, of course, if a referral is properly anchored and worth the investment, it’s easier to track through the referral process.
So, next time you have a prospect in front of you, try anchoring their referral. I’m sure you’ll find it makes referring business so much easier.
Questions to use when anchoring a sale
- Tell me about some of the processes you are using. How do they work?
- Why do you have that number of sales people?
- What sort of things are you doing to improve sales or turnover?
- Tell me about the problems you’re having in the company / with sales / etc?
- What management problems are you having personally?
- What management problems are you having as a team?
- How are people handling these problems?
- What’s the atmosphere like in the company / team?
- How consistent are your sales?
- What’s your turnover of people?
- How’s the sales team’s performance, given these problems?
- With sales being down, how are things affected?
- Sales could be better. How are things affected?
- What sorts of things are helping your sales team perform better?