The definition of a great salesperson is someone who can convince someone to do something that is beneficial to them or to do it faster. The only way to know what is beneficial to the prospect is to ask them in the form of questions.
We don't know what a prospect needs, wants, or expects; their time frame to make a decision; specific requirements; and how they will make a decision (meaning the process they take to make it; or who is involved in the decision). We also don't know enough about their business in specifics to understand exactly what they do. We need to ask to understand.
Asking is always better than telling because you don't learn through telling. Your job, as a human being, is to learn. One of the noblest efforts of a human is to learn more and be better with each passing day. To be better, you must learn, try, and test new ways of doing things in all areas of your life. Salespeople who have a broader depth of knowledge about business, sales, finance, management, personal performance, time management, current events, history, economics, and literature are more effective in their jobs. They sound more knowledgeable with a greater depth and breadth to draw from in their knowledge bank. Prospects are more attracted to them than other salespeople because they are more effective problem solvers. They also ask better questions since they are more effective critical thinkers.
When you are talking or telling, you are only re-confirming what you know. When you are asking, you are opening up yourself to learning something you don't know. You are also building trust in the early stages of your dialogue with a prospect.
One technique that is very effective is to ask permission to ask questions. By asking permission, you open the door to a potential relationship and sales.
"Bob, would it be okay if I ask you a few questions?"
"Bob, would it be alright to spend a few moments asking you questions about your potential move?"
"Bob, could we spend a few minutes reviewing some questions I have prepared, so I understand your needs?"
These all work effectively to frame the opening dialogue between you and the prospect. Sometimes, they will tell you that they don't have time now, which is also fine. It gives you an opportunity to book an appointment with them for a future time to ask the questions.
You should also know exactly how long of a time frame you need in order to ask your initial exploratory questions. They might ask you how long it will take. My advice is anything longer than a response of ten minutes is too long. Most people will give you ten minutes, but beyond that will have to be earned by you. If you reach the ten minute mark, be courteous with their time. Identify that you appreciate their ten minutes and ask for more if you need a few more, book another appointment with more time to talk, and segway into your sales presentation if you have been given permission to do so. Don't go beyond the ten minutes of asking questions without permission; the prospect might feel that you pulled a bait and switch on them.
Another technique to gain their focus is the announcement opening. You are foreshadowing that you will be asking them some questions.
"Bob, I have some very important questions to ask you. Do you have a few minutes?"
"Bob, I have some very important questions to ask you. Can I ask them now?"
The words "very important" create curiosity on the part of the prospect. It creates the lean-in, high attention span response that we want from the prospect. The questions you ask after this type of setup had better be meaningful to the prospect, or you will be off the phone in less than a minute.
This technique is extremely effective with clients when you are trying to ask for referrals. In clients, it creates the EF Hutton effect. I remember back in the 70s when the brokerage firm EF Hutton had those commercials where the whole world stopped and became quiet. One person then uttered the magic words, "My broker is EF Hutton, and EF Hutton said... " The restaurant that was noisy suddenly became quiet, and the actors in the commercial were seen leaning and straining to hear what this person was going to say. The phrase, "I have some very important questions to ask you," carries the EF Hutton effect.
Published: April 29, 2013
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