Developing a ‘Needs’ Questioning Sales Strategy, by Tiffanie Lyon
November 13, 2008
Do you “ask” or “tell” when you are in a selling situation? Most people think they ask a lot of questions, but most likely they talk and tell vs. ask and probe. Worse yet, they may have a killer questioning pattern, but neglect to follow up and continue the selling process. Your questioning strategy can easily determine how far you get in the sales process, how long and painful your sales cycle might become, or even if you get the sale at all. Additionally, by dropping the ball and not following up, you lose your momentum to facilitate the sale. Sound familiar? You are not alone. Your questioning strategy: When meeting with a prospective client, your primary goal is to better qualify the candidate and truly understand their current state and primary needs. You really need a questioning strategy that works. Questioning appropriately and in the most advantageous sequence will help you maintain control of the conversation flow, without the prospect feeling controlled. Most questions within four categories:
1. Needs
2. Decision-making
3. Timing
4. Budgetary
The “Needs” category will be the focus of this article. Here are some examples of good questions to begin analysis of your prospect:
* “Tell me how XYC Company started, and when you came aboard.”
* “What is your primary role within the company?”
* “How has your position evolved?”
* “Who do you work with closely, and how is that working relationship managed?”
* “Tell me what you like best about your job, as well as your biggest challenges?”Continuing with the needs stage, your questioning should become more focused upon the reason you are meeting. Now you strategically ask questions, knowing (but not sharing yet) how you may be able to help them resolve their problem, or help them avoid any painful mistakes they have made in the past.
Here are some examples of questions related to the specific problem:
* “Walk me through your____ process, as it stands now.”
* “Tell me how you handled ____ situation in the past.”
* “What are the consequences of not addressing ____ quickly and/or appropriately?”
During the needs questioning stage, and as the prospect opens up to you, don’t use this time to tell them what you can do for them, why your products and services are best, why they should buy, and so on. Instead, share examples of cases in which you’ve helped others in similar situations. By using these real cases you are selling passively, yet in a very powerful and credible way.
Listen and Empathize: In order to ask these powerful questions, it is equally important to listen carefully as well. Be empathetic as the prospective customer is sharing, and as you engage in dialog. Always seek to truly understand them and their situation, and re-enforce with an empathetic ear and response, such as “That must have been difficult to handle” and “I can see how that would be disruptive to your business.”
Your Follow-Up Plan: Questions are key, but if there is no follow-up plan in place and follow-through, then all the questioning efforts are moot. After every conversation or meeting, be certain to confirm what is to happen next and when. Will there be another appointment? Who is to call who? Will a proposal be submitted? And what is the timeframe for each.
Assign Homework: As a part of your follow-up plan and whenever possible ‘assign homework’ to both yourself and the prospect. This will create a sense of ownership and commitment for both parties to ensure the business relationship is moving forward before it is even formalized.
Perhaps there is more information you can provide the prospect, such as an article, references, or data. The prospect may need to talk to a colleague, confirm budgets, or verify the status of another project. Assign homework and set a date to talk or meet again.
The marketplace is competitive, you are in business, and you offer something of value. But if you don’t ask engaging questions to your prospective clients, you won’t know how to best position yourself to win the business.
The Bottom Line: If you ask great questions, position yourself nicely, and have a prompt and professional follow-up plan to facilitate the sales process your sales will increase.
Tiffanie Lyon
Lyon Sales Institute
Sales is not a Dirty Word
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