Questioning

How important is questioning in sales? When I was a rookie Salesman in my late twenties, I attended my first external Sales Training course. I loved the course but couldn’t help but be overcome by all the information and stuff to learn and practice.
At the end of the course, I asked the trainer what the most important thing for me to learn was. Without thinking, the Trainer said asking questions and listening would be the most rewarding skills that I could learn.
I wish to pass this gift on to you now – if there is one thing more than any other that will serve you most in your life and career, it is to learn the art of questioning and listening.

Communication

Communication is a two way process, but as the professional, you are responsible for the process of understanding and being understood. The first part of this process is asking the right questions at the right time.
Your primary objection is to establish a full list of your customer’s needs and so you must ensure that your customer is fully involved.
Next comes listening to the answers, to collect the information to construct your offer. You must also demonstrate your interest. This means responding in a timely and appropriate way.
Always remember whoever asks the questions is in control.

Types of questions

You already know that there are different types of question; you may not know, however, that there is a proven process that you can use to ensure you collate all the information you need.
This will ensure that you can establish your customers’ needs and move the process along to a successful conclusion.

Open Questions are broad range questions, which encourage the customer to talk. Questions that begin with a what, why, where, when, how or who. They are impossible to answer yes or no to, so that they will ensure you get more information.
You can use Closed Questions to gain a very specific response or information. The prospect can answer yes, no or can give factual answers. An example is “How often are your deliveries late at the moment?”
Problem Questions will uncover opportunities for you to find needs, for instance “How do poor deliveries affect you?”
Next are Implication Questions, which expand on problem questions to uncover hidden needs. One example would be “Does this trend worry you?”
Rhetorical Questions can also be used to summarise and seek agreement. With these you are not necessarily seeking an answer but you are testing the water so to speak, for example: “So we can agree that?” or “In reality you are saying?”

Questioning Golden Rules

Do your homework and plan before your sales call; that way you can have a list of questions prepared.
The customer should be contributing to two thirds of the conversation, as a rule. Remember the “Two ears one mouth rule”? You should use them in that ratio.
You should never interrupt the customer or answer your own questions. Don’t try to mind read. Also, avoid asking two questions at once. The customer may only process one question and you could miss vital information.
Do alternate between open and closed questions. Too many of one type can lead to an uncomfortable and unnatural conversation.
Always follow Problem questions with Implications questions. This can have the effect of enlarging the problem in the mind of the customer.
Finally, you must listen to the answers. Again, you can miss information if you are not concentrating on the answer, or you are thinking about your next question.