The problem is that many salespeople focus too much on the solution. They try to solve problems too quickly, and offer solutions before the customer is fully bought in. In fact, the art of delivering a quality solution starts way before the pitch. It comes from first taking the time to clearly define the customer’s problem. “If I had an hour to save the world, I’d spend 59 minutes defining the problem, and one minute coming up with the solution” – Albert Einstein.
In this blog, we share with you a questioning process called DRIIIL.
DRIIIL is an advanced questioning technique, for face to face solution sales. DRIIIL helps you define the customer’s challenges so that when you present the solution, you are certain that you will have 100% buy-in from the customer.
Direction.
Reality.
Issue.
Impact.
Imagine.
Lead.
Let’s have a look at each part in a bit more detail.
“What do you want to get out of this meeting?”
“What’s the most important thing you want to achieve today?”
Most salespeople will start the meeting with their own objectives. Asking the customer to state their objectives is a professional and assertive way to start the meeting. It allows you to tick off all of their agenda points. And, interestingly, the customer almost always replies with their biggest problem, need or pain point. A great gateway into your subsequent questioning.
“Tell me about your current set up in regards to...”
“What challenges are you facing, in regards to…”
Asking leading questions about their current issues (specific to areas you can help), allows you to quickly pick up on any challenges, problems, or needs they have. It allows you to quickly understand how you can best help them.
“Tell me more about that…”
“Explain to me how that...”
“What specifically do you mean by…”
Ensure that you focus on using open questions a this stage of the process: “Who… what… when… where… why… how….etc “
Often a surface level complaint is not actually the real problem. These questions help you dive deeper under the surface and define the customer’s real issues.
These questions also create trust and rapport as the customer feels listened to and understands that you care.
“How does that affect your business?”
“What impact does that have on your business?”
“How does that impact you - your team, your profit margins, your customers?”
These questions are some of the best questions in sales. This is because they shift the conversation away from the problem (the rational business issue) and towards the impact (the emotional, personal impact). Talking about the impact allows you to fully understand the bigger picture and open up the emotional side of the brain; a key influencer in all purchasing decisions.
“In your mind, what would help to resolve these issues?"
“What does a good solution look like?”
“How could you see us working with you?”
“What return on investment are you looking for?”
If a customer tells you exactly what they want then you know exactly what to offer them as a solution. Plus, if a customer starts to visualise your solution in their head, they have already started to imagine working with you. They are bought into the idea as they helped to create it.
“So, how can I help with this issue?”
Although this may seem like a strange question to ask at the end of the questioning process, it really works. This is because customers tend to respond to this question in one of two ways:
They tell you exactly how you can help (i.e. pitching your solution back to you).
Or they say, “I don’t know, you tell me”, (leading you nicely into the presentation of your solution).
Both outcomes allow you transition naturally to your proposal, and present a quality solution you are confident is exactly what the customer desires.
In summary, DRIIIL is an advanced questioning technique that can be used to support high value solution sales.
As with any questioning process, the 6 steps are not set in stone, and it is common to move around the steps to fit in with the natural flow of the conversation.
However, using these questions will allow you to clearly define customer problems, increase customer desire for your offer and ultimately enable you to close more high-value deals.
Looking to tackle a business challenge? Develop and evolve employees? Enhance performance across the board? Find out more about our sales training and manager coaching courses.
Want to take advantage of the Apprenticeship Levy, or simply foster the next generation of talent? You’ll need to ensure that the curriculum is tailored to your needs and aligned with your values.
Want to find out more? Whether it’s about a specific programme, apprenticeship standard or just about us and how we work, our team is always on hand to help. Simply get in touch using the button below and we will endeavour to answer your questions.
