Stop Talking, Start Asking: How Good Questions Can Skyrocket Your Sales
One of the first false assumptions I had about sales is that the best salespeople were the ones who could fast talk their way through any situation. I have discovered that I was completely wrong about that. The best salespeople are the ones who ask great questions and listen actively. Learning to ask the right questions, at the right time, is a game-changer in the world of sales. When it comes to asking great questions, I have learned that not all questions are created equal, the masters prepare well, and listening – real listening – is the key to unlocking true power in sales.
Not All Questions Are Created Equal
Think of your sales conversation as a journey of discovery. Some questions are like signposts, pointing you in a general direction, while others are like a magnifying glass, revealing crucial details. Understanding the different types of questions and their impact is the first step to mastering the art of asking.
Open-ended questions unlock deeper insights: Forget yes/no answers. Questions that start with "What," "How," "Why," or "Tell me about..." encourage your prospects to elaborate, revealing their needs, pain points, and motivations in their own words. This provides invaluable information you can use to tailor your solution.
Closed-ended questions confirm and clarify: While open-ended questions initiate the conversation, closed-ended questions play a vital role in confirming understanding and moving the conversation forward. Use them strategically to summarize key points or gain agreement on specific details.
There are different levels of questions: While the above points show that there are indeed different types of questions, the greater value and insight is that there are different levels of questions within those categories. A question like, “What do you think about that?” is an open-ended question, but it isn’t going to yield a great conversation. Instead a deeper question like, “what kinds of problems are you experiencing with the shortages you mentioned you experienced?” That is going to elicit a much deeper response. We will be putting together a short class on asking better questions. If you are interested in that class, please comment below and we’ll send it to you when it is published.
“Successful people ask better questions, and as a result, they get better answers”
Preparation is Key: Crafting Your Questions for Success
Another false assumption I had about salespeople was that the best salespeople would also ‘shoot from the hip.’ While winging it might work in some situations, it is certainly not how winners win. When it comes to sales, preparation is a key to success that Hunters use often. One of the principles of being a Hunter is that a Hunter is always prepared. Take the time to think strategically about the questions you want to ask before you even speak to a prospect, and you will realize significantly improved flow and outcomes of your conversations.
Define your objective: What do you want to achieve with this conversation? Are you trying to understand their biggest challenge, qualify them as a potential customer, or move them closer to a decision? Knowing your goal will help you formulate relevant questions.
Develop a questioning framework: Think about the natural progression of a sales conversation. You might start with broad discovery questions, then delve into specific needs and pain points, explore potential solutions, and finally address concerns and next steps. Having a framework ensures you cover all the necessary ground. Using the Hunter Sales School pre-call plan is a proven framework that has helped many achieve success in their sales calls.
Anticipate potential answers and follow-up questions: Consider the different ways your prospect might respond to your questions. Preparing follow-up questions in advance will allow you to dig deeper and gain a more comprehensive understanding of their situation. Not to mention that you look like an ace when you can anticipate their questions.
Active Listening: The Unsung Hero of Great Questioning
Asking good questions is only half the battle. The real magic happens when you truly listen to the answers. Active listening demonstrates respect, builds rapport, and allows you to uncover crucial nuances that might be missed if you're just waiting for your turn to talk.
Focus fully on the prospect: Eliminate distractions and give your undivided attention to what they're saying. This includes both their verbal and non-verbal cues. If you find yourself thinking of what you are going to say next, thinking about what you are going to make for dinner tonight, or daydreaming about your upcoming vacation, you’re not listening. Do it right and pay attention.
Practice reflective listening: Paraphrase and summarize what you've heard to ensure understanding and show the prospect you're engaged. Phrases like "So, if I understand correctly..." or "It sounds like..." can be incredibly powerful. If you are someone that likes to take notes (and I would suggest that if you aren’t, then you might want to think about it) then you can say, “let me write that down” or “I’m going to note that.” Those show that you are listening.
Listen for the unsaid: Air traffic controllers are trained to listen so closely to pilots to hear how things are actually going. They don’t just listen to the words, but to everything that is not said. They pay attention to tone of voice, hesitations, and syncopation. Sometimes, what isn't said can be just as important as what is. Don't be afraid to gently probe further if you sense there's more to the story.
So, the next time you find yourself in a sales conversation, remember this: your most potent tool isn't a persuasive pitch, but a well-placed question delivered with genuine curiosity and followed by focused attention. Embrace the journey of discovery that thoughtful inquiry unlocks. Prepare diligently, listen intently, and watch as the quality of your conversations – and ultimately, your sales results – transforms. The power to connect, understand, and ultimately serve your customers lies not in telling, but in the simple, yet profound, act of asking.
