A client of mine wants training exercises regarding sales questions. Goal is to ask customers fewest number of questions in order to find root problems, real needs.

Does anyone have ideas?

Questioning is often seen as the MOST important for a sales person to have. As important as product or systems knowledge. Questions get at what the customer is looking for. After taking the group through the questioning curriculum, develop an exercise to reinforce those concepts. In small groups, have participants develop a line of questions for the customer, with the objective being to get maximum information from fewest questions. Then let each group demonstrate with a mock customer that has a specific need. Afterward, let the group debrief which questions got the best information. Many times going from general to specific is the best way to uncover information. Wishing you well!

Renie McClay
Sales Training Utopia

Hi Marianne,

The secret of successful selling is to ask the right questions. If we do this properly, we become seen as a problem solver and the dynamic shifts from a buyer/seller relationships into that of two equal partners. We are then not selling...we are helping the customer to buy. In order to sell effectively we need to know what will make the customer buy from us. In order to do this we need to ask them...and listen wholly and exclusively to what they say. A highly effective type of question is known as 'open' question. There are questions often prefaced with the words who, what, when, where or how.

These are all words that will encourage the customer to talk about their current situation and needs. If we are listening attentively then we are able to gather lots of information which can then be used to tailor out ultimate presentation, to show the customer how our product or service meets their specific and stated requirements.

Here is a sample list of some possible questions you could use:

'Who' questions

Who will use the product?

Who will need to be trained to use the product?

Who will be signing off the order?

'What' questions

What problem are you looking to solve?

When will you need delivery?

When would be the best time for the training program to start?

'Why' questions

Why do you say that?

Why is that an issue for you?

Why do you need to change the situation right now?

'Where' questions

Where will the widgets make the biggest impact?

Where will you need the delivery to go?

Where do you get your widgets from currently?

'How' questions

How can I help you solve that problem?

How quickly will you need the widgets?

How would that work in practice?

How will this change the way you currently work?

A word caution though...in order to maintain rapport with the customer it is important that we use open questions naturally and conversationally otherwise it could feel them that they are being bombarded. Likewise, if we can link our next question to the last customer answer we are more likely to demonstrate that we have actively listened to them, understand them, and ultimately we will be more successful in matching the benefits of our proposal to what the customer is looking for. This linking of questions takes time and constant practice but is superbly effective.