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Découvrir CockpitDuring the discovery phase, questions can be decisive. 🎯
Experienced salespeople have 2 main skills:
- Ask the questions that drive sales
- Ask them at the right moment
By the way, “the art of asking the right questions at the right time” has a name: it’s questiology. An art that every salesperson must master.
For example, when facing an objection, the difference is clear-cut:
- The novice response that destroys your prospect’s trust:
“Your product does not have the quality our company is looking for”
→ “Yet, you have nothing to worry about on that point”
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- The expert response that asks a question:
“Your product does not have the quality our company is looking for”
→ “It’s true that it depends on your usage. How are you going to use it?”
💡 The tip: ask a question after stating a sentence that might lead to an objection!
The right questions at the right time help pinpoint the prospect’s needs, deep motivations, obstacles and challenges, and suitable solutions…
Summary:
- Why do questions drive sales?
- +20 strategic questions in 3 key steps
Every well-asked question provides you with valuable information and saves you time because you will know if your prospect is qualified, if they are ready to buy, and which solution to offer them.
Why do questions drive sales?
Questiology has become the weapon of sales. Here are 2 reasons why questions improve your sales technique.
You project the image of a consultant
Contrary to what one might think, asking questions gives you a more professional image, provided that the questions are precise and reflect your expertise.
You are no longer just the salesperson trying to hit your targets but a consultant who brings valuable knowledge through strategic questions.
Consider the discovery phase as a meeting where both parties assess whether it’s worthwhile to collaborate. You seek to determine if it is as beneficial for your company as it is for your prospect, without exception.
That is where your professionalism lies.
You amplify your prospect's intent to buy
The true power of questions is that they lead the prospect to identify their own needs and consider the relevance of your offer.
By asking questions that guide their strategy, you involve your contact in the implementation of your solution.
Asking questions prevents alienating the prospect by using statements. It is the best way to engage them in building the next steps without putting them on the defensive.
It is then the prospects who appropriate your proposal and who are seeking a collaboration to achieve the objectives you present to them, rather than the other way around.
💡 Did you know? The top-performing salespeople ask an average of 32 questions during the qualification interview! (Sales Insight Lab, 2022)
+20 strategic questions in 3 key steps
Just as timing is as important as the right questions, they are divided into 3 steps: revealing the problem, presenting the solution, and preparing the next steps.
The answers to these strategic questions will provide you with the information necessary to accelerate your deals.
Questions that reveal the problem
The most painful need of your prospect is the one that will determine their commitment at closing.
Your solution must address one of their main problems. To understand it perfectly and then have the arguments that hit the mark, here are about ten questions to ask:
- How did you hear about us?
- What challenges/problems are you facing?
- How do you manage [the problem]?
- Are the solutions you have implemented effective? Which ones work and which do not?
- What results would you expect from a new solution?
- When would you like to achieve these results?
- Why is this a priority for you? Why now?
This initial series of qualifying questions helps you understand if your solution is suitable for your prospect, or if it’s a waste of time and it’s better to follow up later.
Questions that introduce your solution
If your prospect is qualified, it’s time to highlight the advantages of your solution.
Again, by asking questions, you demonstrate the importance of choosing your solution. You encourage your prospect to realize for themselves the consequences of not having collaborated with you sooner!
Here are the questions that allow you to discuss the advantages of your solution:
- What do you like about your current system? And what would you like to change?
- If you do not find a solution to [the problem], what will happen to your company?
- How could this situation affect your teams?
- How much money would you be willing to spend if you had to solve [the problem]?
- If you find the right solution, what impact will it have on your numbers?
- What would your success look like with a new solution?
- What do you particularly like about our product?
- If we start working together today, what will change in 6 months?
You are laying the groundwork for the negotiation phase: the prospect tells you the time and money they are losing without a solution, and they realize it at the same time.
How to deal with objections?
Now that you have shown them the worst-case scenario and how to avoid it, you move on to the projection phase with yourself and your solution.
Questions that prepare the next steps
You have helped your prospect understand all aspects of their challenges. If done correctly, they will have realized the urgency of their problem and the benefits of your solution.
Now, ask the questions that will help YOU for the rest of the sales process:
- In how much time would you like the problem to be resolved?
- What are your company's objectives?
- What is the primary obstacle to achieving your objectives?
- Who makes these kinds of decisions? Who else is involved in finding this solution?
These questions will provide you with the information needed to arrange the next steps in the discussion and the sale.
And, as with every stage, it is recommended to plan the next step before the end of the conversation.
