Questions are the backbone of qualifying any sales opportunity. Yet, many salespeople seem to flounder with this approach and I believe it comes from over coaching/training. Ask this series of questions, use this linguistic trick, turn the tables on them…improper use of these “moves” stands out to every prospect.
To that point, here is an excellent excerpt from a recent Eye on Sales article:
We’ve all been taught the difference between closed-end and open-ended questions. We’ve been given instructions on when to use which type question. Some trainers have given us formulas; others have given us specific questions to ask.
It’s these detailed guidelines that seem to get many sellers in trouble–that gets their questions to resemble Gestapo tactics rather than a discussion with a prospect.
So how do you use questions without intimidating or badgering?
The answer is actually quite simple—don’t interrogate your prospects. Instead, of trying to figure out whether to ask an open-end or closed-end question here or which specific question to ask now, just ask the natural questions you’d ask your friends if you were trying to understand their problems.
I know, it sounds simplistic, but it is crucial to successful qualifying. I have seen far too many salespeople use questions and questioning tactics in a clumsy, impersonal way. When you experience this approach, the salesperson seems to be pulling tools out of a toolbox and using them with little to no rapport. This approach is embarrassing to witness as it does put the prospect into the interrogation chair.
Much of selling comes down to one simple approach – having a conversation. Forget about the toolbox, tricks and techniques for a minute and start a conversation with a purpose to learn what you need to learn to qualify them. The most effective salespeople are the ones who can maintain this conversational approach while still acquiring the information they need.