Closing general session keynote presented by Orvel Ray Wilson, CSP for the Malaysian Airport Holdings Berhad annual Concessionaires Conference, September 12, 2013, at the Sama-Sama Hotel in Kuala Lumpur.

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The 37 Magic Selling Questions
Orvel RayWilson, CSP
Sr. Partner
The Guerrilla Group, inc.

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The Aladdin Factor

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• Why Ask Questions?
– It forces you to focus
– It flatters the customer
– You’ll pick up their Buying
Strategy and their Criteria Words
– You’ll hear buying signals
you’d otherwise miss.

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• Why Salespeople Don’t Ask Questions?
– They’re afraid the customer will say “no”
– They’re afraid the customer will feel pressed or
pressured.
– They’ve never been taught how.

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“Is anyone sitting here?”

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• Asking the Wrong Questions

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• One question you should never ask:
“May I help you?”

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• One Very Important Question:
– “What time is your flight?”

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• Questions to soothe an upset
Customer:
– “Want could we do to make this right?”
– “If you were in my position, what would you do?”
– “How might we avoid this problem in the future?”

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• 5 Fundamental Questions, & one to
avoid:
– Who?
– What?
– When?
– Where?
– How?
– Avoid asking “Why?”

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• Vocal Mirroring
– “I’m looking for a gift for my daughter.”
“What sort of gift do you think
your daughter would enjoy?”

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• The 37 magic selling questions

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1. What is your main objective?

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2. How do you plan to achieve that goal?

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3. What is the biggest problem you currently
face?
4. What other problems
do you experience?

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5. What are you doing currently to deal
with this?
6. What is your strategy for the future?

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7. What other ideas do you have?

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8. What role do others play in creating this
situation?
9. Who else is
affected?

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10. What are you using now?
11. What do you like most about it?
12. What do you like
least about it?

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13. If you could have things any way you
wanted, what would you change?

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14. How will this affect the present situation?

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15. What would motivate you to change?

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16. Do you have a preference?
17. What has been your experience?
18. How do you know?

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Tom Dickson
CEO
K-Tek Corporation
“Will it Blend?”

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19. Is there anything else you’d like to see?
“What else can I get
you?”

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20. How much would it be worth to you to
solve this problem?
21. What would it cost, ultimately, if things
remained as they are?

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22. Are you working within a budget?

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23. How do you plan to finance it?

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24. What alternatives have you considered?

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25. What benefit would you personally realize
as a result?
26. How would others benefit?

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26. How can I help?

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29. Are there any questions you’d like to ask?

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30.What do you see as the next step?

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31.Who else, besides yourself, will be involved
in making the decision?

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32. On a scale of 1 to 10, how confident do you
feel doing business with us?
What would it take to get that up to a 10?

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33. Are you working against a deadline?
34. How soon would you like to start?
35. When would you like to take delivery?

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36.When should we get together to discuss
this again?

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37. Is there anything else you’d like for me to
take care of?

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• Just Ask:
– Ask the right person
– Ask someone else
– Ask for the right things
– Ask for more
– Ask for less
– Ask three times
– Keep asking until they say, “No.”

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Ives Mares

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Runa
Mares

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• Send your questions to:
OrvelRay@GuerrillaGroup.com
• Link up on LinkedIn
• Follow on Facebook
• Tweet me @OrvelRay
• Call with your questions:
00 1 303-642-0510