The Art of Asking Questions - “When you’re talking, you only learn what you already know”

1. Art of Asking Questions
PEOPLE. PERFORMANCE. PROFITABILITY.
“When you’re talking you only learn what you already know”
Remember the last time someone tried to sell you something? How did it feel? Sales people are taught
to describe their product or service and then ASK FOR THE ORDER, FREQUENTLY. But, that’s not what
the clients really want. In fact, clients really don’t want to be sold; on the other hand, they do want
assistance in making intelligent buying decisions.
So how do we change this pattern? Well, let’s begin by changing the focus from learning how to CLOSE
to learning how to OPEN.
The solution to changing the negative bias that so many people have towards sales people is for you to
change your focus and behavior. The focus must be on your client and not on your product/service and
becoming a skilled diagnostician will dramatically change the way you are perceived by your clients and
prospects.
So what’s the secret? Learn the art of asking questions. To help you kick off this transition from telling
to selling, here are some suggestions and an opportunity to practice this vital skill.
Rules to follow
‰‰ Questions should be designed to engage a client/prospect in a dialogue that will uncover their
passive and active pain.
‰‰ Questions should enable you to assist clients/prospects in prioritizing their most critical issues.
‰‰ Questions will enable you to determine your clients’ expertise as well as display your
knowledge and expertise.
‰‰ Questions should be developed that are both open-ended and closed-ended.
‰‰ While asking questions, be a very active listener; develop follow up questions that assist your
client in articulating their position as well as clarifying your understanding. DO NOT ASSUME
ANYTHING!
‰‰ Remember, it’s not only what you ask, it’s also how you ask it. So, the careful preparation of
your questions and practicing your questioning skill is essential.
‰‰ When you are asking questions, you are in greater control of the meeting.
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Unauthorized duplication in whole or in part without permission is prohibited.

2. PEOPLE. PERFORMANCE. PROFITABILITY.
Open-Ended Questions should be designed to encourage your client to open up and share a wide range
of responses. You will have to prepare follow up questions to keep the dialogue moving. Phrases like
why, how and tell me more are very effective.
Examples
‰‰ What are your primary goals for this year?
‰‰ How would you solve this problem?
‰‰ How is the Green/Sustainable movement impacting your business?
‰‰ How would you describe your greatest source of growth?
‰‰ What are your greatest concerns?
‰‰ Why did you agree to this meeting?
‰‰ How do you engage your employees in planning?
Stop and think about one of your clients. Consider what you already know and write your own ques-
tions for a specific client.
‰‰ What are your________________________________?
‰‰ How would you describe________________________?
‰‰ Why do you __________________________________?
‰‰ How have you ________________________________?
‰‰ If you could___________________________________?
‰‰ How is_______________________________________?
‰‰ How do you___________________________________?
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Peak Focus LLC © 2008-2012 • All rights reserved.
Unauthorized duplication in whole or in part without permission is prohibited.

3. PEOPLE. PERFORMANCE. PROFITABILITY.
Closed-Ended Questions are designed to narrow the focus and attempt to elicit short, very specific
answers. Closed-ended questions are quite frequently used to demonstrate your knowledge and
therefore establish credibility. A variety of Closed-ended questions will earn you the right to ask Open-
ended questions.
Examples
‰‰ Are your sales people spending enough time prospecting?
‰‰ When was the last time you experienced double digit growth?
‰‰ Is the current economic downturn impacting your cash flow?
‰‰ Have you included a Reduce, Recycle, Reuse program to reduce your operating expenses?
‰‰ If I could show you how to improve your profitability by 20% would you spend 30 minutes
with me?
‰‰ Can you increase your sales by 15% with your current sales team?
‰‰ Are you satisfied with your ability to hire the right people?
Write your own questions for a specific client
‰‰ Are you______________________________________________?
‰‰ When was the _________________________________________?
‰‰ Is the current__________________________________________?
‰‰ Have you_____________________________________________?
‰‰ If I __________________________________________________?
‰‰ Can you______________________________________________?
‰‰ Are you______________________________________________?
The most effective way to improve your skill in asking questions is to invest the time to prepare a wide
range of questions and practice “Peeling The Onion”; one layer at a time. Role playing with a colleague
can be very helpful; make a game out of it and practice how you ask your questions. Becoming an
expert in the Art of Asking Questions will dramatically improve your sales performance.
www.peakfocuscoach.com
Peak Focus LLC © 2008-2012 • All rights reserved.
Unauthorized duplication in whole or in part without permission is prohibited.

4. PEOPLE. PERFORMANCE. PROFITABILITY.
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People. Performance. Profitability.
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Peak Focus LLC © 2008-2012 • All rights reserved.
Unauthorized duplication in whole or in part without permission is prohibited.