Being ready with a few prepared questions can make the sales process easier for you and more comfortable for your customers. Review these questions and have them ready so you can move those conversations forward to closing ground.
Question 1: Name Your Problem What’s your biggest project right now? What’s the biggest problem you face right now? What’s causing you the most stress right now?
Phrasing your question in an open-ended way–one which doesn’t allow for Yes or No answers–helps your customers to share what’s really on their minds. And that’s exactly what you want. Honest conversations build rapport and trust. They also help you to understand what your customers really need and which obstacles keep them up at night. When you can pinpoint their projects and their problems, you can start introducing the best solutions.
Question 2: Name Your Change If you could change one thing in your life, what would it be? If you could change one area of your business, what would it be? What’s one change that would really help you?
This question helps your customers to break out of a limited mindset, bound by time and budget constraints, and dream a little. What would really improve their lives and businesses? As an objective listener, you can help them see that the change they want isn’t that far out of reach. Then you can help them build a realistic plan.
Or, as you listen, you might see that the changes they name aren’t real improvements or the smartest investments. Introduce other ideas that might be doable and offer the help you can to accomplish those goals.
Question 3: Name Your Obstacle What’s holding you back from making this change? What’s keeping you from deciding on this purchase? What’s the best reason you have to walk away from this opportunity?
Every customer has a list of reasons why it’s easier to say no. Sometimes staying stuck in a rut is more appealing than working up the energy to move forward. Of course, your customers won’t say that; they’ll just list their reasons: “It’s too expensive,” or “It takes too long,” or “It’s not the right fit,” or “We’ve tried that before.”
Instead of putting your customer on the defensive, go ahead and invite their best reasons to say no to your offer. When you remove the conflict from the conversation, your customer is more likely to be open and see that their best reasons are, maybe, not that great. And, with that clear list of obstacles, you can answer each one of them specifically.
Question 4: Name Your Need How can I help you right now? What can I do to help you most with this problem? What kind of help do you need the most?
This is the kind of question that customers try to brush off; don’t let them. If their first response is negative, rephrase the question and ask again. We all have needs, but we’re not all used to asking for, or accepting, help.
There’s just one caveat here: be ready to provide, to the best of your ability, what your customer needs. That might be time to think, more information, further meetings, or some other resource you can provide. Do what you can to show your customer that your priority is to help them however you can.
Question 5: Name Your Benefit What will you miss by not taking this opportunity? What do you think you’ll miss if you don’t move forward now? What do you risk if you choose to walk away?
Discussing problems, obstacles, and needs will provide plenty of opportunities for you to share the benefits of your product or service. What’s left is to let your customers convince themselves. That’s what this question does: you’re helping your customers tell themselves what they could gain, and what they risk losing, by saying no to the sale.
Don’t be afraid to repeat questions in your conversations. Sometimes the first answer (or two) is a quick response without much thought in it. When you present the same question, rephrased, a few different times, your customer gets a chance to think about it and answer honestly. You gain insight into your customer’s real needs and insight to lead your customer to the right solution for those needs.