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One of the most important phases or sections of any sales structure is that of “questioning”. Some structures refer to it as “probing”. Whether it is probing or questioning, much time is spent on it and many sales people are aware of its importance but it still remains, without doubt, the area that I find most sales people get wrong.
When I mention questioning on a sales course with reasonably experienced sales people attending, they all nod and say how important it is and how they should listen and normally quote a cliché about having two ears and one mouth etc etc. However, as soon as the role plays or practical exercises start, they seem unable to use questions to help them in any way, shape or form. My view is that sales people misunderstand what they are trying to achieve when questioning a client. Actually I think the word “questioning” encourages behaviour that does not help. If you question a client it starts to move towards interrogation and this is not what the client wants. Or the sales person asks the client questions that they already know the answer to and this does not move the client any nearer to seeking a solution.
The sales person must think what their objective is when they are in this phase of the sales process. Once you have introduced yourself, the sales person needs to enter a conversation with the client so that by the end of it, they know exactly what their needs are and more importantly the client recognises that they have a need or a problem that needs solving. Without questioning, not only does the sales person have no idea what the client really wants but also the client does not recognise the level of need that they have. The main role of the sales person is to establish and grow needs within the client. Good questioning helps the client to start thinking about what they might be able to achieve if they altered their buying process.
My advice is to listen to the client’s situation, analyse their problems and focus on what happens if those problems continue and then you will find yourself in a position where you can solve those problems. It is much better to be seen as a problem solver than a sales person. It is therefore vital that a sales person understands precisely the needs and problems of the client they are selling to as this enables them to match their product exactly to those needs. If the client does not recognise that they have a need they will not buy anything. Instead of going into a client meeting thinking about questioning them, think about having a conversation with them. By the end of it you will have a good understanding of their position, needs, problems and objectives and through a summary of those needs they will have agreed with you that that is the case, which gives the sales person something to sell against.
The key skill with questioning is patience. Sales people are often over keen to sell which means they don’t listen and therefore do not correctly diagnose the needs of the client. They move too quickly to an area where they can present their solutions. When asking a question, listen to the answer and try to ask at least three questions based on the answer. This will help you to understand the real needs or problems that the client has and not simply the “general” need. It is all about detail! Once you think you know what the needs of the client are, check you’ve got them right by asking the client. “So you are looking for something that will…….?” It is useful to use the word “something” to keep your options open. The most important thing at this stage is to gain agreement that the client needs something to help them. Your presentation will convince them that it is your product/service that will solve their problems. You don’t have to mention your products when questioning the client, the focus is on them.
