Step 1: Overview
Once again you will meet with your prospects or customers and ask them non-threatening question to discover their goals. You get to find out what makes them tick when it comes to running their business.
When you learn what drives your customer, you also learn what he wants in order to purchase a document imaging system.
Step 2: The meeting
When you go to the meeting, you will say something along these lines.
Hi Mr. Client,
(Then shut up, listen, and take notes)
I'm really excited that we're having this meeting today because I believe that you might be able to duplicate the results that we achieved at ABC Company. We were able to show them how to increase their office staff's productivity by 15% while at the same time giving them the ability to answer 90% of their customer questions on the first call without having to put the customer on hold.
I know that as a businessman, customer service is important to you; would you mind taking a minute or two and describe to me your biggest problem in this area.
You should only ask him questions. Keep him talking and get a good feel for what makes him tick. Ask him some questions like:
- What would you estimate the percentage of time you can answer your customer calls on the first call without putting them on hold?
- What do your customers usually call about?
- Do most of your customers have their information spread throughout your organization as opposed to everything being kept in one central file?
After you spend 5-10 minutes getting his background and goals for the future, you will want to turn the discussion to his thoughts on document imaging.
- Have you ever considered document imaging for your organization and what are your thoughts on such a program?
(Then shut up, listen, and take notes. The prospect will tell you what he thinks and what it needs to do for him to buy.)
If you need to keep the discussion going, keep it focused around the benefits of a document imaging system:
- Increased productivity
- Reduced costs
- Better customer service
- Disaster protection
You may need to tell him who else is using the software and what it costs to purchase it outright.
Your purpose of this meeting is to learn what he thinks and to schedule a follow up meeting to demo the software. Do not demo the software at this meeting. This meeting is designed to gather information and judge if there are good reasons to continue the process. Always schedule another meeting to demo the system.
Step 3: Questions that you might ask to keep the conversation going
- Would you mind giving me a quick overview of your business and why you decided to start this business in the first place?
- What would you say was you biggest obstacle along the way?
- What are some of your goals for your business for this year? Why are these important to you?
- Here is a very pointed question: what would you do if your building was destroyed by a fire, hurricane or tornado, something that you had no control over? Would you simply close your doors or would you keep the business going?
- I ask that question because it ties into one of the reasons a business would want a document imaging system. Have you ever considered document imaging for your organization and what are your thoughts on such a program?
- What would prevent you from buying a document imaging system?
- Are you able to answer most of your customer questions without putting them on hold or telling them that you have to get back to them?
- Is paper even a problem for your company? By this I mean do multiple people need to have access to the same documents? Do you ever hear about the file not being where it belongs and someone spending lots of time looking for it?
- If you could increase efficiencies by 15% - 25% in the office, how would you feel about that?
- What would be the return on investment that you'd require before you'd invest in a document imaging system?
- Why haven't you already purchased a document imaging system?
- How many people need access to customer files?
- How do you feel about technology in your business?
- What do you like and dislike about technology?
Step 4: Summary
Don't be afraid to have some questions prepared before you go into the meeting.
Business people like it when you appear prepared and not just flying by the seat of your pants.
The point to remember here is that you want your customer to talk and be candid with you.