Question the Question The Art of Opportunity Discovery
So you called the prospect and qualified them, then you did the research and now is the time to get down to brass tacks and find out how you can really help. Since you understand their business at least on the surface, the image and value they present to their customers and of course some third party data that is usually dead on you need to take the next step and learn what they really need.
These days people don’t have time to meet with you just because, if you’re in front of them there is a reason and you offer something that got their attention. So where to start?
Things to do: get out your research on you’re hottest new prospect. It can be someone you’ve already met with or a client that you are about to meet for the first time. Review your homework and look at what you already know. This includes your research, any notes from previous calls or meetings. Then draw up a list of no less then 20 questions that you need answers to. It can be about their company, their industry, how they do business, what they value of data that you need to make an expert assessment of how your product or service can help them. Now set the list aside, we’ll come back to it.
Tip: Always, Always, Always take notes. During every call and every conversation. No matter how good you mind is it makes it easier to recall the key points and to make certain that nothing gets missed.
So questions are at the heart of the sale? It is what will truly drive the process and uncover the need but they lead to be open ended questions. Yes and no questions lead you down a dark alley in a bad part of town at night. Simply put you might come out with out an issue, it might all be ok then again you might come out after losing you wallet or being assaulted. Worse yet there is the chance you might not come out of that alley at all. It not a very nice image but guess what Yes and No questions can back you into a corner fast than you’d ever imagine with a customer who likes you and wants to do business. If you need to end a meeting quickly with someone who isn’t so sure you’re the answer ask a bunch of yes and no questions then you can get to the golf course really early and stretch because you’re wasting more of your prime selling time and with bad habits like that it is a given that you’re not heading back to the office to find another prospect!
So an open ended question as we all know requires an explanation, might be a few sentences might be a few minutes.
Tip: make sure you write down the additional questions that come to mind while listening to the answer, take notes on the response but add your questions to the list.
You don’t want it to be an inquisition but you need to gain information and insight. Make sure that you have a specific purpose for each and everything you ask. Just like making a call into PROSPECT YOU NEED TO KNOW WHY YOU NEED TO KNOW THAT INFORMATION!
Tip: wait for the complete answer to your question keep in mind you learn more by listening than you do talking. Take a few seconds finish you notes, pause and look at the other questions, old and new and then ask the next one?
Now take your questions from a few minutes ago read over them and go find the answer using the resources listed above for everything you can. If you can answer them with certainty on your own then they weren’t good questions to ask the customer, it doesn’t mean you didn’t need the information you learned from them it just is a way to make sure you know as much as possible going in. it is OK to verify your findings with the customer it will show that you’re prepared and insightful and if you get slightly off base most people will make sure that you get the right answer.
