Questioning 101
We’re going to dive deeper into questioning than any sales methodology (count on it) but let’s begin with the basics.
For sales – a key is that open-ended questions give UP control to the respondent, away from the salesperson.
If you think of the two as a test/exam: closed-ended questions would be like answering a true/false or multiple choice, while open-ended questions would be like the essay portion.
*Which question type do you think is most important?
Both! They accomplish different tasks & we will use both interchangeably.
Open-Ended Examples
• How’s business?
• What are you looking improve?
• Tell me about your relationship with your current provider:
Closed-Ended Examples
• Are you spending a lot of time on X?
• Do you intend on filling the gaps of <X-Corp’s> benefit plan?
• Are you happy with the service your current provider provides?
Top Takeaway: Understand Control
• Open-ended hands control of the conversation to the buyer (tell a story)
• Closed-ended keeps control with the questioner
When used strategically, the salesperson can keep control of the conversation while allowing the buyer to open and tell their story. Based on this notion, the questioning approach I developed is based off two key terms: strategy & discovery.
• How’s business?
• What are you looking improve?
• Tell me about your relationship with your current provider:
Closed-Ended Examples
• Are you spending a lot of time on X?
• Do you intend on filling the gaps of <X-Corp’s> benefit plan?
• Are you happy with the service your current provider provides?
Top Takeaway: Understand Control
• Open-ended hands control of the conversation to the buyer (tell a story)
• Closed-ended keeps control with the questioner
When used strategically, the salesperson can keep control of the conversation while allowing the buyer to open and tell their story. Based on this notion, the questioning approach I developed is based off two key terms: strategy & discovery.
Discovering A Strategy
Upon deciding I would create a new sales methodology, questioning was the topic that led every other; if nothing else, I knew this section would be a core part from the start.
Upon deciding I would create a new sales methodology, questioning was the topic that led every other; if nothing else, I knew this section would be a core part from the start.
• While everything in Technically Selling is unique/original content, I’m a student of the game and still did my research; I won’t call any out specifically, but after deep evaluation I realized I didn’t like any other questioning approaches out there.
• Most have set models that have salespeople go through set steps (first you ask <X> questions, then <Y> before closing out with <Z>. While it sounds good in theory, it’s not feasible, considering endless situational factors dictate a sales transaction.
• While everything in Technically Selling is unique/original content, I’m a student of the game and still did my research; I won’t call any out specifically, but after deep evaluation I realized I didn’t like any other questioning approaches out there.
• Most have set models that have salespeople go through set steps (first you ask <X> questions, then <Y> before closing out with <Z>. While it sounds good in theory, it’s not feasible, considering endless situational factors dictate a sales transaction.
Questions have always been an integral part of my selling approach, but I never had any sort of strategy – that doesn’t mean they weren’t dialed-in. I’ve conducted hundreds of meetings and I bet there wasn’t one where I didn’t pre-think my questioning.
Regardless of the situation, there was two main reasons why I asked questions:
• Questions to lead them down a path to my desired outcome; OR
• Questions of which I GENUINELY want to know the answer.
• Questions to lead them down a path to my desired outcome; OR
• Questions of which I GENUINELY want to know the answer.
In sales methodology, questioning comes with all kind of names (probing, digging, etc.)
• I’m big on not creating anything new for the sake of being different, and was going to use those, but they didn’t really fit within my approach – so I developed my own: STRATEGIC & DISCOVERY.
• I’m big on not creating anything new for the sake of being different, and was going to use those, but they didn’t really fit within my approach – so I developed my own: STRATEGIC & DISCOVERY.
Definitions
• STRATEGY: A high-level plan of action to achieve one or more goals under uncertainty
• DISCOVERY: The act of finding or learning something for the first time
• STRATEGY: A high-level plan of action to achieve one or more goals under uncertainty
• DISCOVERY: The act of finding or learning something for the first time
Strategic questions will be our primary/lead, BUT discovery questions are just as important – something we’ll expand & reinforce throughout.
STRATEGIC QUESTIONS
WHAT they are: questions with a strategic purpose.
Note: strategic questions don’t have to be open/closed. Like everything – it depends on SITUATION, but there should always be a purpose behind each one.
WHEN to utilize: Throughout sales cycle - most often used to setup or support the overall value proposition of what you’re positioning.
Either way, you’re paving a path that leading to your desired outcome while taking steps to understand their story.
TOP OF MIND: the key information; it allows salespeople to bring specific information top of mind which will make the proceeding question/statement/pitch more impactful.
You don’t know what you don’t know…until you do.
You don’t know what you don’t know…until you do.
WHY it Works: Facilitate stories / Control our Narrative
• Facilitate means to make easy; if executed properly, strategic questions will make it easy for the buyer to see the value of your solution & it’s correlation to their needs/wants/pains.
• Facilitate means to make easy; if executed properly, strategic questions will make it easy for the buyer to see the value of your solution & it’s correlation to their needs/wants/pains.
Maintain Control: A primary purpose, as I’ve mentioned, is these allow the salesperson to keep control of the conversation, guiding the buyer down a specific path (that you create).
• Why is it important for salespeople to keep control of the conversation?
All about efficiency; using your time wisely – ADD .
• Why is it important for salespeople to keep control of the conversation?
All about efficiency; using your time wisely – ADD .
GOAL: reach desired outcomes quickly & w/more certainty
Influence & Improve: these are designed to both influence and improve decision-making of the buyer, resulting in a positive outcome for both sides.
Key Understanding: Strategic questions are typically very subtle but are often more complex than traditional questions as you’re predicting & adapting to each situation.
Customer is NOT always right, sometimes you need to get them there.
DISCOVERY QUESTIONS
WHAT:
see doc - need to clean
