Uncover and Discover the Art of Asking

Marketing

Uncover and Discover the Art of Asking
by Anita Sirianni



You, no doubt have been bombarded with a myriad of ways to work questions into your sales conversations. We have learned, any questions will do—just ask them. However, after years of experience selling to healthcare practitioners and decision makers, there are a few guidelines that will help you deliver sales questions that work harder so you don't have to.

Questions, Please!

All Diagnostic Questions must be in the form of a question. This rule may seem obvious, but we tend to forget, questions should uncover information that you don't know. It is easy to jump right into a presentation, especially if you feel pressured for time; however, this is not the most effective way to make a compelling product recommendation. Brian Tracy, said it best when he said, "Selling is not Telling." And, I say, ask and learn!

Leave the dog collar at home!

Diagnostic Questions are never leading questions. I know! I know! I learned the techniques, too. We've all been told to ask a series of questions and lead the prospect down a path that ends in owning your product. But, how many times have you really been able to lead a customer anywhere he didn't want to go? If you were successful using this manipulative maneuver, you probably faced a quick product return or have a cranky account on your hands. Customers have dealt with enough rookie reps that have tried this technique to recognize it a mile away! Don't risk your credibility and the prospect's trust by using such cheap and tired techniques.

Inquire not Interrogate!

Questions should be asked in the spirit of discovery. Your job is to craft questions that help you understand the unique needs, wants and expectations the prospect may have for your offering. The best way to capture this information is to conduct your conversation as an interested interviewer not an interrogation. Another reason this approach works, is that questions can be a compliment. When we want to hear from famous people or if someone has something important to say, we interview them. Conducting a mini interview in your sales presentation, by asking questions, will clearly show your interest in what the prospect has to say. Notice how much more people will open up to by asking instead of telling. Think of asking questions as getting paid to learn more about how well your product suits your prospect's needs.

Prepare to perform

Identify Diagnostic Questions in advance. There are so many distractions during a face-to-face presentation; preparing questions in advance will keep you focused and in better control of the call. Develop questions to reveal What, Why and How Much, then figure out what the "must ask" questions are and be sure they are included in your discovery phase.

Resist Temptations to 'Pitch Product'

Complete the diagnosis before discussing your product advantages. No healthcare professional in his right mind would proceed with treatment without a basic understanding of a patient's current condition. Follow the same approach and avoid any promotional sidebars while investigating your accounts needs. It is tough to resist temptations to jump in with information about the merits of your product—but hold off until you adequately understand the prospect's current condition. It's trite, but true:

"Treatment before diagnosis is malpractice!"

Enjoy the Write to Rewards

Collect answers to questions in writing. One of the best ways for you to keep track of the prospect's "hot buttons" and product expectations, is to write them down! By taking notes throughout the discovery process, you are not only validating the importance of their comments but it is a great way for you to zero in on how to position your product to suit their needs.


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Anita Sirianni is a professional writer, speaker, and “sales coach” in high demand. She is the president of ANSIR International and can be reached at 800-471-2619. Her web-site is www.AnitaSirianni.com