In the presentation world, it’s important to be in tune with your audience and know when to speak and when to listen. Common mistakes presenters make are not giving enough time for their audience to answer, not asking enough questions, and not asking the right questions. Questions are powerful. Knowing to ask the right sales questions will get results every time. Are you asking the right questions?
The Basics
Let’s start on a level playing field by establishing some great baselines for asking sales questions. First, it’s important to ask open-ended questions. You may know this already, but have you ever wondered why? Sure, they help move along the conversation. But another reason is that open-ended questions are kind. Asking closed-ended questions can leave the recipient feeling foolish by not having anything else to say after “yes” or “no”. Furthermore, it’s important not to stack your questions. Ask a single question–leaving ample time for an answer–before asking a follow-up question. This helps you and your listener avoid confusion and cognitive overload. Finally, be sure to leverage questions to build relationships rather than alienate your audience. Find questions that are difficult enough for true thought provocation, but not so hard that an answer is out of reach.
Questions, Questions, Questions
There are many different points in your presentation where questions are beneficial. You can ask questions before the pitch, during, and even after you’ve finished. We’ve come up with some sales questions for multiple scenarios you may encounter in the sales pitch lifecycle.
Building Trust
Asking your clients about themselves helps build trust right off the bat and shows them you care.
- How’s your business/family?
- What’s on your mind?
- What did you do/do you plan to do during [upcoming holiday]
Buying History
It’s just as important for you to understand why a client liked/disliked a similar service as it is for them to digest.
- What kind of experience did you enjoy when using this type of product
- Why did you decide to buy this particular item?
- How did you buy this item?
- What measures did you take to cope with challenges arising from this item
- Who, if anyone did you consult before making the decision to purchase?
Define Wants/Goals/Barriers
Know your clients expectations and whether or not your product can meet them. Ask sales questions to help you tailor your messaging for clarity.
- What are you most concerned about?
- What results would you love to see?
- What is the biggest obstacle you encounter daily?
- What would make you sure this is the right (wrong) time to change it?
- What would be most helpful moving forward with this project?
Flush out objections
Sometimes a client is checked out because you have said something they are pondering or even may not agree with. Give them time during the presentation to address any pressing concerns.
- What are your thoughts so far?
- Are there any other issues we should discuss before continuing?
Define Your Effect
While you know what your product or service can do, it’s important to check in and manage realistic expectations of what your client has in mind. The right sales questions will help curtail miscommunication down the road.
- If you make these changes, what do you believe the outcomes will be?
- How does this solution influence you personally?
- What will change in your workplace if you implement this product or solution?
Clarification
If your client says something vague that you aren’t understanding, it’s okay to ask them to clarify.
- Could you get deeper into this?
- Can you specify this?
Closing Questions
Once you’ve built the trust and confidence you are aiming for, you should be able to get a positive reaction out of some open-ended questions to close your pitch. Putting the ball in their court can be scary, but the results are generally positive—and at least you’ll know where you stand.
- When would you like me to call again? -or- When do you want to meet again?
- How are decisions made in your company?
- What do we need to be aware of to do business together?
Asking the right sales questions is a skill that you can continually work on to improve. See what comes most naturally to you, and also observe the questions that get you the best feedback. Take some time to observe the reactions to your questions and see if they help people open up, or close off. With continued effort, your questions will make a big impact on your sales relationships. Have questions for us? We’re always here to help! Shoot us a line and let us know what we can do to help you further improve your presentation skill set!
