Selling Skills Training | The Importance of a Sales Questioning Mindset
As you are aware, before we meet up with the potential client, we need to think of some important and challenging questions to help them overcome a competitive threat that can create a great impact in their business.
When you ask most salespeople why they are meeting with a customer, the word “tell” dominates their responses. When a salesperson called his product specialist to help him compose an e-mail to a hot prospect and asked for help in describing the purpose of the meeting they would be requesting, the specialist said, “To meet with you to tell you about our fully integrated ... and how we can ...” A customer first mindset would have changed the nuance of the e-mail. A specialist tuned into his or her sales talk might have said, “To learn about your … initiative and discuss how our fully integrated … might support you in ....” The shift is small—but powerful.
Certainly it makes sense to want to “tell”—provided that what you tell is persuasive. A questioning mindset is about perspective. When you think about approaching customers, do you think answers or questions? There is a time and a place for answers. But without a questioning mindset, you may find yourself answering before either you or the customer are ready.
While it makes perfect sense to think questions, most salespeople have developed the opposite habit. Many are reluctant to ask questions, for many reasons. They think:
“There isn’t enough time.” The time spent asking questions will help you develop a winning solution and often will save you time by allowing you to focus on what is important to the customer.
“I’ll lose control.” The person who controls the questions generally controls the call.
The customer will think I’m unprepared.” Customers can evaluate you by the quality of your questions. The right questions show how well prepared you are, especially if you position them by referring to your preparation. For example, “I spoke with Peter before our meeting and he was helpful in providing ...... I’ve .... I would like to hear from your perspective your vision of how ....”
“Customers will object.” If you preface your questions well by showing a level of understanding and preparation, most customers will welcome questions rather than a product dump.
“I don’t want to risk offending my customer.” It is more often sales- people than customers who feel uncomfortable about questioning. Effective questioning skills can help offset this reluctance.
“Questions will raise negative issues.” When negative issues are on the table, you have a chance to resolve them.
“I’m experienced and already know ....” Making assumptions without checking, validating, or learning more can easily cost the deal.
“My job is to have the answer.” If customers wanted only product answers, this would be true. But customers want value and perspective. They want your answer to apply to them.
