When you’re asking an existing or prospective customer a question, the object is to get them to think and respond emotionally.
To most salespeople this strategy sounds like a foreign language.
The sale is made emotionally and justified logically. Once you understand that fact, it makes perfect sense to engage the customer emotionally to set the tone for them to decide to buy.
Most salespeople are taught the difference between open-ended and closed-ended questions. A closed-ended question is one that results in a yes or no answer. An open-ended question is one that begins to create dialogue from the customer. Open-ended questions are good, but they don’t necessarily breed emotion. This process is necessary to understand, but at its core is passé.
Here’s a new way of thinking about your questioning strategy: logic-based questions vs. emotion-based questions.
This thought process and strategy will give you a new awakening about how customers think and decide. And by using emotion-based questions, you can get them to decide on you.
CAUTION and CHALLENGE: This is insight to a new questioning process that will help you formulate emotionally engaging questions. I’ll give you phrases to use, and a few sample questions. Your job is to understand the process and create your own questions based on your product, service, customer needs and customer’s desired outcome. Questions should draw out their emotion, and keep focus away from logic – AKA price.
Logic-based questions center around the old-world “qualifying” questions. These are questions that both annoy and aggravate the customer. Logic-based questions basically ask for money information so the salesperson can begin to salivate. “What’s your present payment?” or “What have you paid in the past?” or “What’s your budget?” or “Do you want to lease or buy?” These questions fall under the category of “none of your business.”
KEY CONCEPT: Do not qualify the buyer, let them qualify themselves because you’re so friendly, engaging and genuinely interested.
Get the customer to paint their vision of outcome.
Get the customer to paint their picture of “after they buy.”
During the purchase, ask emotion-based questions such as, “Is this what you had in mind?” or “How do you see this serving your purpose?” or “How do you see your family enjoying this?” Or take it even deeper with, “What do you think Bobby will say when he sees this?”
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