No matter what type of selling or consulting you may do, the questions you ask are often more important than the statements you make. How many times have your own prospects and clients demonstrated this by stating things like, "That's a good question" or "You are asking the right questions" and "These are tough decisions to make, but I'm glad you're raising these issues"?

Good questioning makes good selling. In all cases of selling, these principles apply: 

1. The buyer makes the decision to buy.

2. The seller must lead the buyer through the buying process.

3. The buyer and seller work through the process together.

4. The relationship, however brief, is important to making the sale. Trust plays a key role in present and future sales.

5. When you are in control, you are in charge. The one who asks the questions is the one who has control.

6. The importance of your question is demonstrated in how well you listen to the answer.

Of all the nuances, rules, regulations and styles that apply to the various forms of selling, the one inescapable truth is that the sale is most often made in the questioning process. 

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The one who asks the questions is the one who has control.

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Were you aware of the power your questions give you? Do you rehearse your key questions until they sound so natural no one can avoid them? If not, or if you just want a refresher, here are a few tips on the questioning process in selling.

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There's more than mere facts in the responses to good questions!

Feelings

Attitudes

Conditions to the sale

Thoughts, themes, temperament

Situation, overall status

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The line of questioning you employ is never as simple as the terms "Q&A process" or "fact-finding" make it sound. Some questions take considerable exploring to arrive at an answer that your prospect and you can use to make a buying decision.

The most important question is, "What is the real question?"

Many times we get excited about trails our questions take us on, pursuing intriguing ideas and often missing the mark. What good is a doctor's diagnosis without the ability to elicit from you the primary and important reasons you sought help? How strong can your recommendation be without the knowledge that you are working with reliable information and focusing on your prospect's primary concerns?

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Need proof? Try this exercise. The next few times you are in situations in which you are listening to people tell you what is important to them, ask "Is that the real issue?" Ask it three times, and be sure to have rehearsed it well. Ask it calmly, dispassionately, with no hint that you are doing anything more than giving the speaker your undivided attention and thoughtful concentration. Wait for the answer. Don't interrupt, however quiet it may become. Note how that one question can stop a person from focusing on the immediate issue and begin focusing on the "real" or underlying issues of the problem or situation.

You'll see the power in that one simple question come alive because people need to answer questions in their lives, but don't know which ones to ask to get past the obvious preoccupations.

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Not all questions get straight answers, though. Here are the rules of thumb for pursuing better answers than you might be getting with a prospect.

If your prospect avoids answering a particular question, probe gently for information, but don't let the question go.

If agreement comes quickly to a "...wouldn't you agree?"-type question, expand your original question to get more agreement and check the too quick response.

If your prospect shows obsessions with a topic you inquire about, make sure you restate and qualify both the question and the response. Often, questions are misunderstood, so they must be clarified.

Other helpful hints for effective information gathering:

• Be unobtrusive. Use lots of eye contact. Allow no distractions. This is not an adversary relationship.

• Start light. Ask open-ended questions that elicit feelings and attitudes. The prospect is more interested in your questions than in your statements.

• Pay close attention. React and demonstrate that you are listening.

• Stay on track. You lead, your prospect follows. 

Sometimes you must be Barbara Walters, Oprah Winfrey, a confessional priest, analyst, all in one, but you can never lose sight of your goal.

• Don't linger. Ask for the sale or leave when you are finished gathering information. Stay professional.

To make the questions you ask lead you quickly to the sale, prepare. Know what you want to know and how to ask for it.

The result of good information gathering is that you find the hook upon which to hang the sale. The most apparent and meaningful need is isolated and established as a problem to solve--now--in the mind of your prospect. When the problem is recognized and understood, the prospect actually seeks a solution. Effective questioning makes this work best.

You don’t have to be sick to get better.

Questions? Email jhmco@melchinger.com

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This newsletter is designed and distributed by Kirk Lowe of Freedomarketing. Content by John H. Melchinger – The Marketing Coach™