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Your prospect shares, “It’s a manual process.”
You reply, “Does it typically go smoothly? What happens when someone is on vacation?”
“It’s a mess! We literally have tickets piling up on people’s desks…!” divulges your prospect.
Congratulations! You’ve just deepened and broadened your prospect’s pain using the essential discovery skill of Expansion Questions. So, what are they, how do you use them, and when?
Expansion Questions are a series of interrelated questions designed to span five of the seven discovery skills levels, from uncovering pain to reengineering vision. They are a simple, yet essential skill to master in doing discovery, enabling you to extend, deepen, and quantify your prospects’ pains and related impacted areas.
Las Preguntas de Expansión aprovechan sus experiencias con otros clientes potenciales y clientes, proporcionándole listas de posibles áreas problemáticas, impactos y resultados que explorar con nuevos clientes potenciales.
Un ejemplo
Let’s return to the conversation above. A skilled vendor and their prospect are talking about the prospect’s current workflow that handles customer requests and issues. Let’s listen:
El cliente potencial comenta: "Es un proceso manual...".
El vendedor responde: "Siento oírlo, ¿qué pasa hoy?".
Prospect explains, “Well, each request is entered, reviewed, processed, escalated, and closed in a series of steps, with each step done manually by an individual, then passed to the next person in line.”
The vendor asks an Expansion Question, “Does it typically go smoothly? For example, what happens when someone is on vacation?”
El vendedor sabe, basándose en experiencias anteriores con clientes potenciales similares, que las vacaciones suelen tener graves repercusiones negativas en estos flujos de trabajo.
El cliente potencial responde: "¡Es un desastre! Tenemos literalmente billetes amontonados en las mesas de la gente...!".
El vendedor responde: "¿Qué pasa entonces?".
Prospect ofrece: "Como mínimo, provoca retrasos en el tiempo de respuesta, lo que repercute en la satisfacción del cliente".
Nuestro vendedor toma nota de que volverá sobre esta declaración de impacto más adelante, pero por ahora se centra en el tema actual:
Vendor asks, “I see… How many folks are involved on your team?”
Prospect says, “We have a total of 12 people doing this, and it is far too many!”
Vendor pursues, “Understood. And what would you like to reduce this to?”
Prospect states, “I’d love to get this down to two people. There’s plenty on the team’s plate that needs to be done in addition to this process!”
Note that our vendor has quantified a desired outcome – a Delta – reducing the number of people in the workflow from twelve to two. Next, knowing that manual processes typically result in errors, our vendor introduces another Expansion Question…
You can enjoy the balance of this article here:
https://greatdemo.com/expansion-questions-an-essential-discovery-skill/