As a salesperson, I’ve often been far too guilty of asking selfish questions and taking a superficial approach to the first meeting with a prospect.
This would normally look like some quick introductions, some basic small talk that you could lift from one conversation and basically drop into any other, followed by a checklist of questions designed to see if this customer could help me pay my mortgage off quicker.
Not very customer-centric. Yes, salespeople are under pressure pretty much 100% of the time so spending time and energy on the right conversations is critical to maintaining focus on the right things.
Of course, questions about their purchase process are important. Inevitably someone with influence that has a big enough problem will work to get company resources allocated to resolve said problem. No one can doubt that knowing the details of these things in sales is vital.
But the way this actually gets put into practice should not be a one-size-fits-all approach with the same questions asked in the same order each time.
Look at the array of people you are connecting with for the first time on a daily basis. They are all different types of people, with different needs, with varying goals in unique organisations.
Start the call with a simple question - “what’s the most beneficial thing I can do on this call today?”.
It takes the focus away from you and puts it on them. It also lets you start with the end in mind and lay down the path for where the call will go and you get the chance to ask those questions that are helpful to yourself but still within a customer-centric framework. (I actually once had a colleague outright ask a customer “Have you got any money” at the start of the conversation. Jokes.)
It becomes a more organic conversation which builds rapport leading to insights otherwise uncovered. Then from there, you get to peel the onion back and ask tailored questions borne of authentic curiosity that demonstrate active listening.
You just don’t want BANT to be your actual bantz.