Question Based Selling

[tconnor]

Sales Tip #207
Question Based Selling

One of my most popular sales tips during the past five years has been the one dealing with sales questions. For those of you who are new subscribers and those who have still not made getting information your primary sales approach I thought I would share it with you once again.

The effective sales process is a coordinated relationship between getting and giving information. The information you give if it is to move the sales process forward must include an effective information gathering strategy. Here are a number of things to consider as you re-evaluate your sales approach. (I know this week's sales tip is much longer than usual, but I am giving you the essence of my full day question-based selling seminar. I hope you find it helpful.)

KEY QUESTION PREMISES:

• Get information before you give it.
• There are no absolutes.
• Never make assumptions.
• Your prospect will tell you what you need to tell them to sell them.
• The information you don't get early will hurt you later in the sales process.
• If you don't get the answers you want, it is not the fault of the prospect.
• You have a right to ask questions.
• Questions determine the ongoing interest and qualification of the prospect.
• Questions make you stand out, look different and professional.
• Questioning is a skill that is used throughout the sales process.
• Your questions are a function of:

• the person's position.
• the time you have or they have given you.
• the setting/environment.
• where you are in the sales cycle.
• Have a walk-away strategy.
• Use a target profile.
• Have a target strategy.
• On-going prospecting.

SOME PROSPECTING QUESTION CHALLENGES:

• Not enough time
• Too busy with current clients
• No question approach or strategy
• Who are the key people difficult to see
• Lack of confidence in self to ask them
• Spend too much time at the bottom of the food chain
• Lack of a clear target customer profile
• The prospect is always thinking - Don't waste my time - Why should I see you?
• Who has a problem/challenge you can solve
• What are the typical problems and challenges they face
• Creating a sense of urgency
• Getting and keeping control
• Who is the real decision maker(s)
• Knowing the decision process
• Other satisfactory vendor relationships
• History/experience/ your service - products
• What's it costing them for inaction
• What will it take for them to have a sense of urgency

HAVE A TARGET PROFILE:

• Traits of the ideal customer
• Needs/Desires
• Problems/challenges
• Buying process
• Volume
• Relationship issues
• Ability to control the process
• Current vendor relationships
• Urgency
• Timing

THE PURPOSE OF QUESTIONS:

• Get them talking and keep them talking
• Get accurate and timely information
• Validate their concerns
• Eliminate poor prospects
• Verify prospect intentions
• Build trust
• Create rapport
• Find common ground
• Determine personality style
• Get control of the sales process and phase you are in
• Make you look smart
• Discover the DEBM
• Keep their attention
• Determine timing/urgency
• Find supporting rationale for the need/desire/pain
• Determine the strategy for the next phase - presentation
• Create leverage
• Give you credibility

A FEW MISC. RULES REGARDING QUESTIONS:

• Take notes
• A. I. D. A.
• Active listening
• Keep an open mind
• Don't repeat questions
• Don't rush the process
• Don't skip critical questions
• What questions are working
• What questions need to be improved
• What questions eliminated
• The best order of your questions
• Eliminate ambiguity/confusion in your questions
• Ask one question at a time
• Address questions to everyone (group)
• Use plural words as often as possible
• Keep the process interactive
• Don't let the prospect drive the process
• When to use follow-up questions and have them prepared
• Use of transition words: you said, mentioned
• Have planned answers that you have tested and that work
• Use of: Why, or why not, after many of your questions.
• Anticipate common questions Have a list of best questions for each phase (later)
• Open vs. closed questions
• Practice your questions out loud
• Have a purpose
• Control your attitude
• Know your next step and have a transition phrase

HERE ARE THE QUESTION PHASES:

• Opening/greeting/introduction
• Rapport building
• Trust building
• Partnership building
• Action/decision

HERE ARE THE CATEGORIES OF INTEREST AND RESPONSE:

• Categories of interest:

• Opportunity - - - Recognition of problem
• Need - - - Desire to solve it
• Change - - - Willingness to take action
• Categories of response:

• N - - - Negative
• NC - -Non-committal
• P - - - Positive

Here are a few types of questions and an example:

• Introductory:

• The purpose of my visit is to determine how we can contribute to your improved _____________________effectiveness. The best way for me to determine that is if I can ask you a few questions. Is that OK?
• Dialog prompting

• Many of our customers tell us they are concerned about________________ . What are some of your methods (problems, challenges, issues, etc) that you feel may be getting in the way of your organization's performance?
• Multi Layered Probing

• Statement of fact. (Companies need a profit to survive.)
• An observation supporting the fact. (Every org. I have worked with that has been profitable has survived.)
• A dialogue probing question. (Why is profit important to your org.?)
• Trust building

• Asking any questions that show a genuine interest in their: desires, concerns, challenges, problems, etc. Gradually build trust. Asking only technical questions (and not follow-up why, how when, where, who questions) gets you information, but can fail to build an atmosphere of trust.
• Urgency/timing

• What would have to happen in order to make this a priority?
• General discovery

• How would you see your firm and us working together?
• Rapport building

• Would you please share with me your (background, major objectives, etc.?)
• Budget / Money

• How do you typically budget for these types of expenditures?
• Commitment

• If we could_____________________, would you be willing to consider (changing a proposal, a survey, etc)?
• Next step

• What do you see as the next step?
• Trial closing

• If we could_______________,when would you be in a position to _________________?