When asked why salespeople don’t close more sales, a company president answered instantly, “They don’t ask enough questions.” He went on to add, “They’re so focused on getting prospects to buy, they don’t engage them. That takes asking lots of questions.”
He’s onto something important. We’re in such a hurry to get across what we want to say to our prospects that we ignore what they want from us. As it turns out, today’s prospects won’t tolerate such insensitive behavior. They’re gone.
The purpose of meeting with prospects is to recognize and understand what’s going on with them. That takes getting them talking about what they know best: themselves.
There’s irony in asking questions, in encouraging prospects to talk about themselves. When they do, they want to reciprocate, to say thank you, and to pay us back. And they do it by listening intently.
Don’t fall into the trap of wanting to get your message across; the urge to tell your story kills sales. The job is creating conditions so your prospects can get their story across to you.
Here are eight questions that get prospects talking.
• “I’m curious. Why did you agree to meet with me today?”
Everyone in sales knows that just because they ask for a meeting doesn’t mean a prospect will say yes. More often than not, they get turned down. When someone says yes, inquisitive salespeople don’t stop there. They wonder why. They want to know what’s going on and why prospects are interested.
• “What is it you would like to have happen as a result of this meeting?”
The purpose of asking questions is gathering information. This will help you keep an open mind, so you can avoid making mistakes. By filling in the picture, you will stay on track as you plan your next moves.
• “What are the specific issues you want to address?”
One mistake salespeople can make is to gloss over or even avoid significant issues. They don’t want to turn off prospects. What they don’t realize is that digging down lets a prospect know they’re serious.
• “As you see it, what hurdles must be overcome?”
It’s always a good idea to come at issues from various angles. It’s a good way to find out the lay of the land, to better understand what’s going on and to identify others who may be involved.
• “If my company offered exactly what you’re looking for, how would you describe it?”
This is a pivotal question because it offers insight into what’s important to a prospect, something that’s not as obvious as it may seem. It’s a serious mistake to assume you’re getting the message correctly. Far too frequently, words don’t have the same meaning to people. This question serves as a check to be sure you and your prospect are on the same page.
• “How satisfied are you at this point in your decision-making process?”
This question is designed to help expand the conversation, to let them know you’re interested but not nosey. If they’re just getting started, you can follow up by asking about their expectations. If they’re further along, you can ask about possible concerns.
• “Because those in your position are cost conscious, what’s your thinking as to what the right solution should cost?”
This question avoids the old and tired “What’s your budget?” question, which usually results in a useless and vague answer.
• “It would be helpful if you would tell me what you feel about our meeting today.” You want to know if the meeting was helpful. Did it meet the person’s expectations?
Unless salespeople drive the conversation with strategic questions, meeting with prospects often results in too much talking and not enough listening.
John Graham of GrahamComm is a marketing and sales strategy consultant and business writer. Contact him at jgraham@grahamcomm.com.
