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3-Minute Guide to Asking Outstanding Questions

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Too many salespeople think selling is about pitching, pitching, pitching. In reality it is about asking, listening and developing solutions to customer needs. Asking questions is an art form understood by few. Here are some tips on how to ask great questions:

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3-Minute Guide to Asking Outstanding Questions

  1. 1. 3-Minute Guide to Asking Outstanding Questions
  2. 2. Too many salespeople think selling is about pitching, pitching, pitching. In reality it is about asking, listening and developing solutions to customer needs. Asking questions is an art form understood by few. Here are some tips on how to ask great questions:
  3. 3. ASK Open-Ended Questions
  4. 4. Open-end questions have a large number and type of potential replies. Closed-end questions are yes-no, multiple-choice, etc. While you’ll want most of your questions to be open-ended, you should also feel comfortable using closed-ended clarifying questions that check your understanding and demonstrate reflective listening.
  5. 5. ASK Easy-to-Answer Questions
  6. 6. Questions that are focused, limited, and specific are generally easier to answer than those which are not. This does not apply so much to the subject matter, as to the structure of the question. For example: “What is the one thing you spend more time on than anything else?” is more focused and easier to answer than “How do you spend your time in this job?”
  7. 7. ASK Enjoyable-to-Answer Questions
  8. 8. As a rule, questions that are interesting and engage the mind are more effective than those that are dull, shop worn, and call for no new thinking. Try to pose questions that are a little different, a little out of the ordinary, perhaps a little challenging...your clients will find themselves enjoying the conversation, giving you more time with them, and increasing their trust and value of you.
  9. 9. ASK Timely and Topical Questions
  10. 10. Give the prospect the opportunity to talk about what’s hot right now... issues of importance, relevance, and urgency. Not every question can have that feel, but if your needs analysis isn’t loaded with questions like that, the prospect may get the feeling he or she is helping a student with a term paper, rather than talking shop with a professional colleague who has a lot of problem solving savvy.
  11. 11. ASK Questions that Build Trust and Establish Value
  12. 12. Every question you ask will either enhance or impair your credibility, especially during the early stages of a relationship. Choice of appropriate topics, correct use of language, attention to jargon, and your demonstration of empathy, all play a key role in building trust and establishing value as a problem-solver. Remember: using their jargon correctly will build your credibility; using it incorrectly will destroy it.
  13. 13. ASK Non-Threatening Questions
  14. 14. Be very careful with threatening topics and questions that are structured in a threatening way. Potentially threatening topics are: finances (revenue, profit, budget), personal information, competitive strategy, trade secrets, etc. Keep in mind you may have to ask questions about some of these topics at some point during a needs analysis. Be sure to do this after you have established trust and value in your relationship.
  15. 15. CONTRACT Your Way Around Sensitive Topic Areas
  16. 16. It’s human nature that people like to know where they’re going, and dislike being led into the unknown... especially by a salesperson! Use your knowledge of contracting to introduce sensitive topics. Explain why you are asking a question about a topic, and what the benefits to the prospect are in answering.
  17. 17. ASK One Question at a Time
  18. 18. Avoid complex, multi-part, or compound questions. Take ’em apart and ask them one at a time to make your questions easy to understand.
  19. 19. LISTEN Actively
  20. 20. Maintain eye contact. Reflect. Clarify. Ask follow-up questions. You’re not listening when you’re busy forming the next question while the prospect is still answering the last one. It's OK if there is some “dead air” while you ponder and digest what was just said. Also, take some notes to demonstrate you are listening to their answers.
  21. 21. PRACTICE Empathy
  22. 22. If you want to discover the client’s needs from the client’s point of view, you have to pose your questions from the client’s point of view! Clients will sense quickly—and react poorly—if your line of questioning is designed to define their problems from your point of view or if it’s a thinly-veiled attempt to lead them down the path toward your pitch. Drop the leading questions, and don’t accidentally telegraph the desired or expected answer.
  23. 23. PRACTICE Flexibility
  24. 24. Allow the prospect to take the conversation into areas of the client’s interest. Follow the conversation where the client takes it and ask follow-up questions.
  25. 25. BE Genuine and Sincere
  26. 26. Questions always sound 100% better when you really want to know the answer! Be genuinely interested. When you are, you’ll find yourself naturally asking a lot of good follow-up questions.
  27. 27. ADJUST To Their Behavioral Style
  28. 28. Pay closest attention to their pace (is it quick or laid back?) and priority (whether they want to handle the task first or build a relationship first) and adjust your style to theirs.
  29. 29. LAST But Not Least
  30. 30. When great salespeople work with a customer, an unbiased observer can’t tell which of the two people is the seller and which is the buyer. Don’t place the client on the witness stand and don’t conduct a cold Q&A. Instead, aim for a lively, interactive, and creative conversation between two peers... one of whom would like to able to offer real help, and the other of whom will always gladly accept real help.
  31. 31. For more information on conducting a needs analysis that delivers value to the customer and the seller, download The Hourglass Needs Analysis Method and learn the secrets employed by world-class sellers!

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