If You Want Better Answers—Ask Better Questions

You will be meeting with a new prospect. To prepare for the meeting, you carefully developed and rehearsed a series of questions to not only uncover the prospect's needs, but also help the prospect discover the unique aspects of your product or service. You know in which direction you'd like the conversation to proceed and you're confident you can direct it there. So, now you're fifteen minutes into the sales call and the conversation is off in left field somewhere and you're wondering, "How'd I get here?"

Or, perhaps the conversation has turned one-sided. You ask your well-thought-out questions and your prospect responds with short, two-or-three-word answers. It begins to sound like a cross-examination rather than a sales meeting.

Salesperson: Wouldn't you agree that a multi-step, criterion-based implementation plan will help your company maximize its growth potential in the early stages of cross-platform integration?

Prospect: I'm not sure.

If that's happened to you, you're not alone. It happens to salespeople time and time again. If you want better answers from your prospects, perhaps you should send them a list of questions you plan to ask along with some suggested answers they can rehearse.

Another and perhaps more realistic strategy for obtaining better answers from your prospects is to ask better questions. Most salespeople have been taught the two fundamental types of questions to ask: "open" questions designed to elicit information and "closed" questions designed to elicit a decision, commitment, or conclusion. Open questions start with who, why, what, where, when, and how. Closed questions start with verbs such as is, are, did, does, has, was, or were, or helping verbs such as could, should, may, and can.

Open questions are effective for initiating a conversation, eliciting information, broadening the scope of the conversation, and keeping the prospect involved. Let's examine them first.

Who, Why, and What questions promote discovery.
"Who" questions can broaden the scope of your inquiry. For example, rather than asking, "Can you appreciate the benefits of…?", instead ask, "Who else is likely to appreciate the benefits of…?" Rather than ask, "Are you the decision maker?" or "Do you get help with this decision?", ask, "who else is likely to have input that can influence this decision?" or "Who will be most concerned about this decision?"

"Why" questions are adaptable. They can be used to suggest something: "Why not…?" or, "Why don't you…?" Why questions can be used to promote involvement: "Why do you think?" or "Why do you believe that?" They can be used to determine cause or elicit an explanation: "Why is that?" "Why did you…?" "Why did he…?" "Why didn't you…?"

"What" questions are perhaps the most versatile. They can be used to uncover facts: "What evidence is there to support…? "What is the process of…?" "What is the deadline for…?" They can be used to explore a situation or analyze one's thinking: "What would happen if…?" "What indications are there of…?" "What precisely do you mean by…?" What questions can promote involvement: "What is your take on the situation?" "What is your view of…?" "What would you consider a successful outcome?" What questions can also be used to identify issues: "What is the most challenging about…?" "What would have the greatest positive impact on…?" "What is your immediate objective?" "What would that allow you to do? "What would that mean to you?"

Where, When, and How questions promote action and commitment
"Where would you like to start?" "Where do the numbers have to be before you give the go-ahead?" "Where will the new budget first be applied?"

"By when does the installation have to be completed?" "When will the final decision be made?" "When is it appropriate to discuss phase two of the project?"

"How are you planning on getting this project off the ground?" "How will you measure increased productivity?" "How long before you'll have the data?"

Closed questions are helpful in "taking your prospect's temperature" or benchmarking your conversation.
Closed questions tend to elicit "yes" or "no" type answers, which are appropriate when you want your prospect to make a commitment, come to a conclusion, or make a decision. Here are some examples: "Is this what you'd like to do?" "Are you ready to sign off on the order?" "Would it be appropriate to choose a starting date for the project?"

If the prospect's response to a closed question is the opposite of what the salesperson was hoping to hear, there's a tendency for the salesperson to go into "justify, defend, and explain" mode, which inhibits further conversation. To avoid that situation and promote involvement by the prospect and further positive conversation follow undesirable responses with an open question. Here's an example:

Salesperson: Are you comfortable signing off on the order?

Prospect: No, not really.

Salesperson: What would you need to see or hear from me to be comfortable enough to give it your thumbs up?

With a little thought, planning, and practice, you'll be able to obtain more information, keep a conversation flowing in the direction you want it to flow, and encourage greater levels of involvement by you prospect.

Danny Wood, an affiliate of the Sandler Training, is one of New Jersey's most respected sales force development experts. His work has been recognized by business leaders and corporate managers for providing their people with the aptitude to realize millions of dollars in additional business that would otherwise have never materialized or would have been lost to competitors.

To receive free weekly sales tips via email from Danny Wood, call 201-842-0055 or email danny@dwesalesgrowth.com. www.dwesalesgrowth.com

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