Marketing
Asking the Right Questionsby Larry Lewis
I am frequently asked by my clients to spell out the questions they should be comfortable asking on a sales call. This is a dangerous task because it presupposes that every prospect is the same and every sales call is going to go perfectly.
Good salespeople have a system for selling that encompasses a specific strategy and set of tactics designed to further that strategy. However, the manner in which that system is implemented is more of an art than a science. Most entry-level salespeople are taught a set of scripts or canned closes. While they are easy to learn, they are often ineffective. Effective selling strategies and tactics are more difficult to learn, but they are far more powerful than canned scripts and closes. Remember also, that how you ask is often more important than what you ask. Questions by themselves can be abrasive. Make sure you sprinkle your questions with plenty of nurturing statements and have an empathetic tonality in your voice.
With these precautions in mind, I an hereby setting forth “Lewis’s essential 44” -- the 44 fundamental questions you need to be comfortable asking in order to begin to master the art of selling with an idea of when to use them:
The Initial Phone Call:
1) Does my name or company sound familiar? (To be used when making a sales call in order to get the prospect to disengage from what they were doing before you called.)
2) I know you weren’t waiting for my call and you are very busy, but if you will give me30 seconds I can tell you why I am calling and you can decide whether we should continue this conversation. Will you give me 30 seconds? (To gain permission from the prospect on a cold call before delivering your 30-second commercial.)
3) I am a ___________________ specializing in __________________.
Typically I work with successful _____________ just like you, who are basically very happy with_________________, but they are frustrated or concerned that :
(a) ________________________________________________________________
(b) ______________________________________________________________, or
(c) ________________________________________________________________.
I don’t suppose you share any of those concerns? (Your 30 second commercial, designed to describe what you do in terms of the problems you solve to determine whether there is anything you can do for the prospect.)
4) And you’ve never had a problem with ____________?
5) Nobody is perfect, not even us. If there were one area in which you would like to improve on your current situation what would it be?
6) Would it make sense for you to invite me in to talk with you about these issues in greater detail to see if I can help you in these areas? ( To get the appointment.)
Setting Expectations:
7) How much time have you set aside for our meeting?
8) What would you like to accomplish during our time together?
9) Would it be okay if I asked you some questions first?
10) If in the course of our meeting you don’t see a fit between what you need and what I offer, would you be willing to tell me “no”?
Uncovering “Pain” and Creating a Sense of Urgency:
11) Why am I here? What caused you to invite me in?
12) Tell me more about that…
13) Can you be a bit more specific? or Can you give me an example?
14) How often does this happen?
15) How long has it been a problem?
16) What have you tried to do about this?
17) Did that work?
18) What impact is this having on your company?
19) How does this affect you personally?
20) How does this make you feel?
21) What were you hoping I could do?
22) Is there anything else you would like to tell me about these problems?
23) How important are these issues?
24) Are you really committed to fixing these problems?
Responding to Questions and Objections:
25) I am glad you brought that up, but why is it important to you?
26) Good question. You must be asking that for a reason?
27) Suppose I said ________, what would you say?
28) I am not sure I fully understand, could you help me?
Uncovering a Prospect’s Budget:
29) Do you have a budget for this?
30) Would you mind sharing it with me in round numbers?
31) Now that you know how much it is going to cost you in terms of time and money, are you still committed to moving forward?
Uncovering the Decision Process:
32) What is the process you go through when making these kinds of decisions?
33) Who, in addition to yourself, is involved in making the decision to buy?
34) You mean you don’t get any help, from a President or a committee?
35) When do you see yourselves making this decision?
36) Why is that date important?
Gaining Commitment:
37) If I were to present a solution to the problems we’ve discussed in a manner that is consistent with how you make decisions, at an investment that is consistent with your budget, is there any reason why you couldn’t tell me yes or no when I make my presentation?
38) On a scale from one to ten, with ten being you are ready to buy and one being you have no interest in our help, where are you?
39) What do you need to see or hear to get to ten?
40) What would you like me to do now?
Confirming the Sale:
41) What is the one thing that could kill this deal?
42) When the competition finds out that you have given us your business, what do you think they are going to do? How are you going to handle this?
43) How often should we meet to discuss our business relationship so that I can ensure that we are meeting your expectations?
44) When the day comes where we have met or exceeded your expectations, I would like to be able to ask you for your help in meeting other people like yourself who might also benefit from our services. Would you be comfortable with this?
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Larry Lewis is the President of Total Development Inc., a leading resource for companies that want to increase sales at higher margins. For more information you can visit his website at www.totaldevelopment.com or call him at (877) 933-9110.
Marketing