Effective questioning is a critical selling skill for several reasons. First, our recent research shows that there is a direct correlation between the success of a sales call and the type of questions that the salesperson uses. On average, failed sales calls include 86% more close-ended questions than open-ended questions.
Successful Sales Calls Have 25% More Open-Ended Questions.
Second, your questions help customers make their first key buying decision, which is whether to buy you, the salesperson. Questions build rapport and demonstrate your interest in the customer. They uncover information about the customer's needs, who to call on, the decision-making time frame, your competition and how the customer will make a decision. When you ask the "best" questions, customers will view you as a consultant with their best interests in mind.
Third, questions help you manage the sales call. You can control the conversation and differentiate yourself from competitors by being the best listener.
But merely asking questions isn't enough. You need to ask "The Best Questions." For example, asking questions that draw out needs for your product's strengths can position you as the best or only solution for the customer's needs.
In The Field:
Asking "The Best Sales Questions" allow you to uncover your customer's real needs and meet them with the right solution. A sales representative from WESCO International, Inc., a $4 billion electrical equipment provider, used this selling technique learned through the Action Selling Sales Training Program to do just that. Great questions helped the sales rep land a new account on the first call. By zeroing in on the key needs behind a contractor's stated requirements, he was able to craft a bid that matched those needs exactly. He won the business (a $77,000 order) and opened the door for future opportunities.
The Sales Training Series: Sell Yourself First Before Selling Your Company
Research has proven that customers make five major buying decisions in the course of any major purchase. These decisions are always made in the same order. The first is whether to “buy” the salesperson—you. The second is whether to “buy” your company. Only after those two decisions are made will the customer seriously consider whether to buy your products.
The Sales Training Series: Sell By Agreeing On At Least 3 Needs
Salespeople know that they’re supposed to sell to the customer’s needs. Here is the classic—and tragically wrong—way they usually learn to do it: Uncover the first need. Begin a product presentation, covering features and benefits, and then attempt to uncover another need and then give more product talk, etc. Unfortunately, that's part of the reason why the sale won't be closed.
