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1
Establish Customer Needs By Asking Effective Questions
Define current Customer situation
Structured questions to define Customer need that support the call objectives
Confirm the need with Customer
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Why people ask Questions?
Gain information
Check understanding and level of interest
Determine your counterpart’s behavioral style
Gain participation
Give information
Start someone thinking
Bring back attention to the subject at hand
Reach agreement
Reduce tension
Understand what Customer wants
3
Why effective Questioning?
If Salesperson depend on statements, the Customer is pushed away
The most effective Sales Professional are the best interviewers!
When Salesperson asks questions they will pull the Customer in!
Effective questioning – efficient decision making
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The key elements to help you identify need
Observing
Listening
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Average Sales Representative during Sales Call
30%
70%
30% of time Listening
70% of time Talking
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Top 10% of Sales Representatives during the Sales Call
30% of time Talking
70% of time Listening
70%
30%
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Most of us…
Only ½ listen to the response
Are more concerned about what we are going to say rather than what the Customer is trying to tell us
Will have to LISTEN because your next question is dependent on the answer to the previous one
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Listen To This!
Effective listening is a “Skill” – it is one of the most energetic of the “Communication” skills
It is most effective way to understand your Customer needs and get full benefit from your questioning skills
Remember, you have two ears but one Mouth
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Funneling Tool
Exploratory
Defining
Clarifying
Primary
Business
Personal
Questions
Customer Needs
Open
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Funneling Tool
Exploratory
Defining
Clarifying
Primary
Business
Personal
OpenOpen Ended Questions
Clarifying
Questions
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Open Ended versus Closed Questions
• Who?• What?• How?• Why?• Where?• When?• Tell Me
Open Ended Closing
• Do• Is• Are• Can• Will• Would
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Funneling Tool- Open Questions
Exploratory
Defining
Clarifying
Primary
Business
Personal
Open
What is the purpose of open Questions and why do we use them?
General questions used to open up the fact finding process
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Funneling Tool- Open Questions
Exploratory
Defining
Clarifying
Primary
Business
Personal
Open
SMART objective- To gain placement of the new Butterfinger Bites displayed in prime positions on both check out and endcap for the duration of the 6 week launch campaign
EG. What role do you see confections playing in growing your business?
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Funneling Tool- Exploratory Questions
Exploratory
Defining
Clarifying
Primary
Business
Personal
Open
What is the purpose of Exploratory questions and why do we use them?
Questions used to explore & establish the current situation
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Funneling Tool- Exploratory Questions
Exploratory
Defining
Clarifying
Primary
Business
Personal
Open
EG. How is Kit Kat performing currently from a value perspective?
SMART objective- To gain placement of the new Butterfinger Bites displayed in prime positions on both check out and endcap for the duration of the 6 week launch campaign
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Funneling Tool- Defining Questions
Exploratory
Defining
Clarifying
Primary
Business
Personal
Open
What is the purpose of Defining questions and why do we use them?
Questions used to establish the ideal/ inspirational situation
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Funneling Tool- Defining Questions
Exploratory
Defining
Clarifying
Primary
Business
Personal
Open
EG. What level of sales value would you like to be achieving from the Butterfinger brand?
SMART objective- To gain placement of the new Butterfinger Bites displayed in prime positions on both check out and endcap for the duration of the 6 week launch campaign
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Funneling Tool – Clarifying Questions
Exploratory
Defining
Clarifying
Primary
Business
Personal
Open
What is the purpose of Clarifying questions and why do we use them?Questions used to summarize the need and therefore the opportunity
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Funneling Tool – Clarifying Questions
Exploratory
Defining
Clarifying
Primary
Business
Personal
Open
EG. So what you have just said to me is that the Butterfinger brand is important to you to drive the $... growth just discussed?
SMART objective- To gain placement of the new Butterfinger Bites displayed in prime positions on both check out and endcap for the duration of the 6 week launch campaign
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Funneling Tool
Primary
Business
Personal
Customer Needs
Exploratory
Defining
Clarifying
Questions
Open
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Needs Pyramid
Exploratory
Defining
Clarifying
Primary
Business
Personal
Open
What are the driving needs?
E.g. Profit, Growth, Sales
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Needs Pyramid
Exploratory
Defining
Clarifying
Primary
Business
Personal
Open
What are the contributors to achieving the primary need? E.g. Increase basket spend, Increase foot traffic, display solutions, to be known as destination category
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Needs Pyramid
Exploratory
Defining
Clarifying
Primary
Business
Personal
Open
What are the individual needs?
E.g. Driven by personal style preferences: Power – not to waste time, Conceptual – visual presentation, Securing – Data driven presentation, Social – personal interaction. Individual needs will be applicable to all, e.g. incentives, personal KPIs
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Exercise: What did you learn about questioning?
Now you are ready to practice.
Write a SMART objective that is current for a situation at your account.
Identify at least two questions for each element of the funnel
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Funneling Tool
Exploratory
Defining
Clarifying
Primary
Business
Personal
Open
Linked to Your SMART objective
General Q’s used to open up the fact finding process around your objective
Questions used to establish the current situation
Questions used to establish the Customer ideal
Question used to summarize the opportunity and need
Bucketing the Need
What are the driving needs?
What are the contributors to achieving this primary need?
What are the individual needs of the Customer?
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Key messages
Never assume anything
Don’t interrupt
Don’t ask two questions at once
2 Ears/1 mouth – proportion of use
70% occupancy of conversation
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