Connecting through good questions

Good questions are the key to influence, insight and impact in any client conversation.

In a series of articles, I will discuss the word "connection" based on each individual letter of this word. In this first part, I discuss the letter V, which stands for asking questions. There are all kinds of sales and communications experts who endorse the importance of asking questions. It is the basis for any conversation to gain insight into the other person. Therefore, it is also essential in getting to know and building a relationship with a customer.

Many book have been published sharing knowledge about the more value of asking questions. Below I share some insights from specialists about asking questions.

Questions provide insight into customer needs

By asking targeted questions, you gain insight into:

• The real pain points - What keeps the customer awake at night?
• The decision criteria - On what does the customer base their choice?
• The buying process - Who decides, and how does the process work?

Without this information, you're shooting blanks. With good questions, on the other hand, you get direction, grip and relevance.

Questions give direction and control to the conversation

In any sales conversation, it's tempting to talk - about your offer, your credentials, your benefits. But the most successful salespeople do something else: directing them by asking.

Neil Rackham's well-known SPIN Selling method shows how to use the right sequence to strategically build the conversation. He distinguishes these questions:

• Situation-: to provide context. "What is the overall situation we are talking about?"
• Problem-: to capture the client's challenge. "What's going on?"
• Implication-: to increase urgency. "What is the consequence of your problem?"
• Need-Payoff-: to show the value of a solution. "What revenue can you generate if you have a good solution?"

By this oepplication instead of sending, you keep control without pushing. You lead the customer to insight and action, naturally.

Build trust and credibility

Trust is the value of every sales call. And how do you build it? Not by persuasion, but by sincere listening and understanding.

Salese experts such as Brian Tracy and Jeb Blount emphasize the importance of curiosity:

“People only buy from you when they feel you understand them.”

Good questions - ones that show you are thinking along, in-depth and not making assumptions - create:

• Credibility as a consultant
• Connection at the human level
• Customer openness

Whoever listens wins trust. And who wins trust gains access to the real decision motives. This is how you nurture trust for this and future contact moments.

Activate the customer's thought process

Sometimes a customer doesn't yet know exactly what he needs - or is thinking in the wrong direction. Good salespeople help customers gain new insights, by asking sharp, confrontational questions.

Therefore, The Challenger Sale's approach is not about following, but about challenging. Not by telling you how to do it, but by asking questions that make you think:

• “What happens if you haven't solved this in a year?”
• “How much does this inefficiency cost you per quarter?”
• “What would be possible if this obstacle disappeared?”

Such an approach opens eyes. They bring urgency to light, and make your offerings relevant at a deeper level.

In sales, you win the conversation not with your mouth, but with your ears. If I summarize these 4 insertions this would be a logical conclusion: effective questions result in successful sales

Excellent salespeople distinguish themselves not only with their speaking, but by asking thoughtful questions. They use them to:

• find out customer needs,
• direction of the conversation,
• build confidence,
• stimulate the client's thought process.

 

Do you and your team also want to win more by asking the right questions? Then come into action and formulate your request for help in a direct email Whether we schedule an appointment immediately.