Better Sales Questions

by Dave Kahle

Focus, focus, focus.  That’s the phrase that I find myself repeating constantly in every sales seminar that I present.  I believe focus is the greatest challenge for sales people today, and the greatest single solution to their challenges.  There are so many demands on our time, so many tasks calling for our attention, and so many opportunities available to us that we can easily become scattered and dissipated.

          And in my 30 plus years of experience in the sales profession, I have identified several places where focus will gain you the greatest results.  At the top of the list is focusing on the skill of asking better sales questions.

Asking Better Sales Questions

If there is only one practice within the scope of the professional sales person upon which you can focus, let it be to gain mastery in asking better questions.

          Of all the things that you can do and say when you are talking with a customer, there is none that even comes close to the power of asking a good question.  It stands alone, apart from every other tactic, as your single most powerful sales tool.  Nothing even approaches it.

          Of all the ways that you can think about your job, nothing comes close to formulating powerful questions to ask yourself, and then answering them in writing.  The question you ask yourself is your single most powerful thinking tool.

          That power springs from a simple principle:  When you ask a question, they think of the answer.  I know that sounds incredibly basic, but the most powerful truths are often very basic.  If you consider this, you’ll come to the conclusion that the language in your question influences, shapes and energizes the thinking of the person to whom the question is asked.

          In the case of asking the customer, the question influences, shapes, and energizes the thinking of your customer.  Not only that, but the language in the questions you ask yourself direct and focus your own thinking.

          Where does the decision to buy your product or service ultimately take place?  Isn’t it in the mind of the customer?  And what one tool allows you to shape what takes place in that mind?  A good question.

          Let me prove it to you.  Answer this question.  Did you enjoy what you had for breakfast this morning?

          Now consider what you did when you read that question.  Probably, in a split second spent thinking, you conjured up a picture of you eating breakfast this morning.  You reviewed that by considering the picture, and then made a judgment about it: You either did or did not enjoy it.

In other words, my question caused you to think a certain way, about a certain subject.  And every person who reads this book will do exactly the same thing.  My question will direct and influence the thinking process of thousands of people in some small way.

EEK! They didn’t buy it immediately! What now?

It may be time to ‘handle an objection.”  Most salespeople are a bit lost when this happens. Don’t be.  Let us help you prepare for any and every objection you are likely to hear.  Click here to receive the free E-book: “The Complete System for Handling Objections.”

Don’t ever be a loss for what to say.

The Complete System for Handling Objections

          Our natural reaction, when we are asked a question, is to think of the answer.  While it is possible to be asked a question and to not think of the answer, it generally takes some planning and an act of willpower to do so.  Even then, our conditioning often takes over and supplants our intentions.

          For example, decide, right now, not to think of the answer to this question.  I’m going to ask you a question, but I want you to not think of the answer.  Ready?  How old are you?

Don’t think of the answer!

          If you are like most people, by this point the answer has crept into your mind and oozed out into your consciousness.

          That’s the ultimate power of a question.  When someone asks a question, you think of the answer.  These two questions that I asked above were both relatively trivial.  Imagine, however, the power of a more significant question, or better yet, a series of significant questions, to direct and influence the thinking of your customers.  Are you beginning to gain a sense of the tremendous power of a question?

          Here’s an example of how this operates in a practical selling situation:  You’ve just made a proposal or a presentation of your solution.  You ask the customer, “What do you not like about my product?”  That’s a terrible question.  What is the customer going to think about as a result of your question?  All the faults he can find with your product.

          On the other hand, you could influence the customer to think much more positively about your product by asking this question: “In what ways do you see yourself (or your company) benefiting from this product?”

          I’d much prefer to have the customer think about the answer to the second question, rather than the first question.  In this scenario, it was your question that influenced the direction of the customer’s thinking.  That’s the ultimate power of a good sales question.

Asking Yourself Questions

The power of a question to direct thinking applies just as powerfully to you.  When you ask yourself questions, you direct, influence and energize your own thinking.

          My work with questions has led me to conclude that the question is your most powerful thinking device, shaping and prompting excellent analysis, great prioritizing, powerful creativity, and excellent plans.

          Your ability to think well depends on the language in the questions that you ask yourself.

Here’s an example.  At one time, I sold for a distributor of hospital supplies.  I was instructed by my manager to make sure that I always... READ THE FULL ARTICLE HERE