Are you asking your customers the right questions?
October 25, 2009 10:54 pm SalesGuest Contributor: Karen Andrews
Questioning, or probing as it is also known, is one of the most important skills you can learn when dealing with customers and also one of the most powerful. The ability to ask questions that uncover important information about a customer’s needs, current supply and willingness to change is a strong characteristic of a ‘consultative’ sales approach.
Most importantly, when you ask great questions it can help you to win new business much quicker and with fewer objections. When we help prospects to think about the needs of their business and to really think about current or potential problems or challenges they may face, they start to see us differently and understand the value we can add to them or their business.
There are 2 common types of questions you can ask: ‘open’ questions and ‘closed’ questions:
- Open questions usually result in longer answers and are aimed at getting your prospects to think about the answer. For example: “What plans does the organisation have to achieve…”
- Closed questions can be answered with a yes, no or one word and are used to qualify the response to an open question. For example: “Do you have any plans at the moment?”
The challenge in questioning is to ask more open than closed questions as it is easy to fall into ‘interrogation mode’ by asking lots of closed questions rather than a few strategic open questions.
Over the years I have met many people who are looking for help to close sales quicker and/or easier and the first things I ask them is: “what happened in the first appointment?”, “what needs of the prospect are you meeting?” and “why would this prospect want to buy your product or services?”.
When we discuss their questions, they are usually very surprised to find out that they are asking the same stock-standard questions that most people ask and they typically aren’t that interesting either. Imagine how repetitive and un-interesting it is for your prospects to be asked the same questions over and over again?
Ask yourself – are you asking questions that all your competitors are asking or are you making your prospects think?
Here is a quick test you can take to see if you are asking the same questions as your competitors or whether you are making them think. In your next appointment:
- Does the prospect start to give you a summary of the information you need before you have the chance to ask any questions?
- When you do ask a question, does the prospect answer it relatively quickly or do they take a moment to think about their answer?
- How often do you hear your prospects say “that‘s a great question, I hadn’t thought about that”?
As I said, asking great questions isn’t easy but once you start you will really notice the difference in your appointments. Spend 5-10 minutes before your next appointment thinking about the questions you will ask and write them down so you don’t forget them in the meeting!
Here are some to get you started:
- How will these issues impact the organisation in the future?
- How do they impact you?
- What do you look for in a potential supplier (or partner)?
- What do you like about your current supplier?
- What do you like about them?
- Is there anything that you don’t like?
- What would make you change suppliers?
- How would you like to see it working (in a perfect world)?
- What is your decision making process?
About the Author
Karen Andrews, Director of Shine Sales Solutions is a Sales Coach and Sales expert who works with businesses to increase their sales through strategy development, sales coaching, training and mentoring.
Phone: (02) 9437 6500
Email: kandrews@shinesales.com.au
Website: www.shinesales.com.au
Twitter: http://twitter.com/karenandrews
Related posts:
- How to banish your sales phobia
- Use Customer Touch Points to Grow your list – Part 2
- Tips on how to present a Proposal or Quote
