2,400 years ago, the Greek philosopher Aristotle taught us how to sell comfort today when he said, “The fool tells me his reasons; the wise one persuades me with my own.” The right questions allow you to discover your buyer’s reasons, build trust, and close the sale. Powerful stuff.
Your buyers may be defensive if you start asking questions without telling why. In your own words, say something like:
“To determine how I can best serve you, do you mind if I ask a few questions?”
Use a Checklist
All questions are not equal
If you don’t write down your questions, you could end up asking random questions that confuse buyers and lose sales. A confused mind always says no.
Like a pilot, use a checklist to assure successful takeoffs and landings. When you use a question checklist, your:
· Recall improves
. Listening improves
. Confidence improves
. Sales improve
Write down 10 questions in the order you want to ask them.
Leave enough space to write the buyer’s answers.
Trust improves when buyers see you writing what they’re saying.
To help you ask effective questions:
. Slow down
. Make eye contact
. Annunciate words
. Pause
. Take good notes
Discovery questions
Prescription before diagnosis is malpractice
Discovery questions allow buyers to do 80% of the talking and you 100% of the learning.
Learn … Who? What? When? Why? How?
“What room is the coldest?
“How important is reducing your energy bill?”
Caring questions
Buyers need to “feel” they’re making a good decision
Your buyers’ emotions are engaged when you ask about their family, concerns, and desires.
“How does that make you feel?”
“Does knowing that give you peace of mind?”
“Does anyone suffer from airborne allergies or asthma?”
Follow-up questions
Gain more meaningful information
The better you understand your buyer problems, the more likely you’ll be the only one who knows how to solve them. When you discover Bobby has asthma, ask follow-up questions to learn how you can help.
“What time of year are Bobby’s allergies the worst?
“Do his allergies affect how he sleeps … his school work?”
Priority questions
Buyers’ #1 priority can be worth 10 times #2
Knowing priorities also keeps you from selling something buyers don’t want.
“Would removing airborne allergens in your home be a high, medium, or low priority?”
Check-in questions
Put the buyer in control of the information flow
Check-in questions allow buyers to tell you if they need more information before moving on.
“Would you like to know more about air purification?”
“Do you have any questions so far?”
“Would this give you what you’re looking for?”
Closing questions
Closing takes place throughout the sale
The cumulative effect of your question helps buyers sell themselves. Closing questions include:
“Would you like to add the premium air purification package?”
“If we go ahead, when would you like to start?”
“Would you like your thermostat in ivory or tan?”
When you implement what you learn by asking questions, closing the sale becomes the likely conclusion.