3-Minute Guide

to Asking Outstanding Questions

Too many salespeople think selling is about pitching, pitching, pitching. In reality it is about

asking, listening and developing solutions to customer needs. Asking questions is an art form understood by few. Here are some tips on how to

ask great questions:

ASKOpen-Ended Questions

Open-end questions have a large number and type of potential replies. Closed-end questions are yes-no, multiple-choice, etc. While you’ll want most of your questions to be open-ended, you should also

feel comfortable using closed-ended clarifying questions that check your understanding and

demonstrate reflective listening.

ASKEasy-to-Answer Questions

Questions that are focused, limited, and specific are generally easier to answer than those which

are not. This does not apply so much to the subject matter, as to the structure of the question.

For example: “What is the one thing you spend more time on than anything else?” is more

focused and easier to answer than “How do you spend your time in this job?”

ASKEnjoyable-to-Answer Questions

As a rule, questions that are interesting and engage the mind are more effective than those that

are dull, shop worn, and call for no new thinking. Try to pose questions that are a little different, a

little out of the ordinary, perhaps a little challenging...your clients will find themselves

enjoying the conversation, giving you more time with them, and increasing their trust and value of

you.

ASKTimely and Topical Questions

Give the prospect the opportunity to talk about what’s hot right now... issues of importance,

relevance, and urgency. Not every question can have that feel, but if your needs analysis isn’t

loaded with questions like that, the prospect may get the feeling he or she is helping a student with

a term paper, rather than talking shop with a professional colleague who has a lot of problem

solving savvy.

ASKQuestions that Build Trust and

Establish Value

Every question you ask will either enhance or impair your credibility, especially during the early

stages of a relationship. Choice of appropriate topics, correct use of language, attention to

jargon, and your demonstration of empathy, all play a key role in building trust and

establishing value as a problem-solver. Remember: using their jargon

correctly will build your credibility; using it incorrectly will destroy it.

ASKNon-Threatening Questions

Be very careful with threatening topics and questions that are structured in a threatening way.

Potentially threatening topics are: finances (revenue, profit, budget), personal information,

competitive strategy, trade secrets, etc. Keep in mind you may have to ask questions about some of these topics at some point during a needs analysis. Be sure to do this after you have established trust

and value in your relationship.

CONTRACTYour Way Around Sensitive Topic

Areas

It’s human nature that people like to know where they’re going, and dislike being led into the

unknown... especially by a salesperson! Use your knowledge of contracting to introduce sensitive

topics. Explain why you are asking a question about a topic, and what the benefits to the prospect are

in answering.

ASKOne Question at a Time

Avoid complex, multi-part, or compound questions. Take ’em apart and ask them one at a time to make

your questions easy to understand.

LISTENActively

Maintain eye contact. Reflect. Clarify. Ask follow-up questions. You’re not listening when you’re busy forming the next question while the prospect is still

answering the last one. It's OK if there is some “dead air” while you ponder and digest what was just said. Also, take some notes to demonstrate

you are listening to their answers.

PRACTICEEmpathy

If you want to discover the client’s needs from the client’s point of view, you have to pose your

questions from the client’s point of view! Clients will sense quickly—and react poorly—if your line of questioning is designed to define their problems

from your point of view or if it’s a thinly-veiled attempt to lead them down the path toward your

pitch. Drop the leading questions, and don’t accidentally telegraph the desired or expected

answer.

PRACTICEFlexibility

Allow the prospect to take the conversation into areas of the client’s interest. Follow the

conversation where the client takes it and ask follow-up questions.

BEGenuine and Sincere

Questions always sound 100% better when you really want to know the answer! Be genuinely interested. When you are, you’ll find yourself

naturally asking a lot of good follow-up questions.

ADJUSTTo Their

Behavioral Style

Pay closest attention to their pace (is it quick or laid back?) and priority (whether they want to

handle the task first or build a relationship first) and adjust your style to theirs.

LASTBut Not Least

When great salespeople work with a customer, an unbiased observer can’t tell which of the two people is the seller and which is the buyer. Don’t place the

client on the witness stand and don’t conduct a cold Q&A. Instead, aim for a lively, interactive, and

creative conversation between two peers... one of whom would like to able to offer real help, and the other of whom will always gladly accept real help.

For more information on conducting a needs analysis that delivers value to the customer and the

seller, download The Hourglass Needs Analysis Method and learn the secrets employed by world-

class sellers!