If it’s true that questions lead to sales, then knowing how to ask effective questions which bring relevant facts to light is crucial to creating an environment where you can earn the sale. As a matter of fact, offering your sales solutions is a pretty straightforward process once you’ve identified the prospect’s true problems. And to do this, you’ll need to ask well-crafted questions that gather the needs, concerns, and other pertinent information from your potential customer.
With that said, the following questioning technique can be used to accomplish three things: (1) confirm that the person you’re speaking with is a legitimate prospect for your product or service, (2) identify the potential customer’s actual needs, and (3) conclude the sale. And better yet, it does all of this with just five questions.
For instance, let’s say you offer printing services, and you’re speaking with Rachel.
Question #1
First, ask, “Rachel, how do you choose a printer?” or “What do you look for when selecting a printer to work with?”
Suppose she says, “Quality work, timely completion of orders, and affordable prices.”
Question #2
Next, ask, “How do you define quality?” or “Can you tell me more about what quality means to you?”
And after you’ve listened to the answer, you continue the conversation by asking this same question for each of the separate responses to the first question above. For instance, “Can you tell me more about what timely completion means to you?”
Now, the beautiful thing about this is that since many prospects have never been asked such thoughtful questions as these, you’ll likely receive meaningful answers.
Question #3
Third, ask, “What makes these aspects important to you?” or “Why are these aspects deciding factors for you?”
You see, what this question does is draw out the true needs of your prospect. After all, finding out what is important to her about printing and why printing is important are your keys to earning the sale.
Question #4
Next, ask, “If I could provide the quality that you demand, and I could do it both within the time frame you require and at a reasonable [not the cheapest] cost, would I be [variation: is there any reason why I wouldn’t be] a candidate for your business?” In other words, you’re combining the responses you received from the first three questions above. And as a result, the prospect will likely agree to the possibility of partnering with you.
Now, if there is an objection (I want to check with two more suppliers … I need to talk it over with my business partner … I’m happy with my current vendor), it’s likely to come up here. But either way, this question moves you closer to confirming the sale.
Question #5
Finally, ask, “Great! Then could we start next week?” or “Great! When’s your next printing project?”
Now, the purpose of this last question is to gain the prospect’s commitment to a specific date and time to start working together. For instance, you might be able to get a sample order for a small project.
And if you sell high-ticket items (copiers, luxurious handwoven wall rugs, jet airplanes), you may want to bring the prospect to visit a satisfied customer, so that she can see your product in action and get a live testimonial. Or, you can also offer to leave your product with the prospect for a few days, so that she can use it as if it were her very own.
You see, when you have the opportunity to try a product or service before you actually make the purchase, aren’t you more likely to see yourself owning it? And after a few days of using it, won’t you have grown accustomed to experiencing all of the results that come from taking advantage of the offer? If you agree, then at that point, it’s tough to give up the feelings of satisfaction that you’ve gotten from it.
In other words, this isn’t hardball selling. After all, good questions simply get to the heart of your prospects’ needs quickly without them feeling like they’re being pressured.