In Part 1 of this series on asking questions in the sales process, we talked about how to be more effective with the questions you ask and in how you ask them. In this article we'll take a look at Types of questions to ask. 

Questions are tools used to build rapport, qualify the prospect and move the sale forward.  They should: 

1. Be asked conversationally.
2. Give you control and credibility.
3.  Be open-ended.
4. Follow the 80/20 rule (Listen 80% of the time and speak just 20% of the time).
5. Shift the focus of the conversation to the customer.
6. Help the prospect uncover, or reveal, any real objections without pressure from you.
7. Be interesting to the prospect (make her think about her real needs and communicate that you are really interested in understanding and helping her resolve her pain).
8. Be worded to give the prospect a level of comfort.
9. Spur the prospect to action.
10. Build consensus and clear up confusion. 

There are four major categories or types of questions to ask: 

1. Confirmation;
2. Requests;
3. Attitude; and
4. Commitment. 

Confirmation questions verify information you already have and pinpoint any inconsistencies. I've written in a number of articles about the value of researching your prospect, their business and their industry before meeting with them. Although a number of information sources can be accessed to put together a pretty good picture of who your prospect is and what they're about, chances are that there will still be plenty you want to learn about them. Even after beginning your conversation with them you'll still want to verify what you think you've learned. So ask questions that will serve to confirm the information you've gathered and set the stage for asking additional questions. Some examples are: 

1. "Do I understand correctly that . . .?"
2. "From the research I've done about your company I learned . . . Is this still true?" 

These questions can be about any aspect of your prospect's business. You want to be sure you get the big picture about your prospect's strategic level goals and problems. Asking these questions will illustrate to your prospect that you're really there to understand and help them and they'll appreciate that you've done your homework. 

Requests for new information reveal the explicit results or benefits desired and expected by your customer. This type of question will help you update information you already have and fill information gaps with detailed customer requirements. These can be simple questions and can sometimes serve to move the process forward. The best questions of this type should get at the heart of your prospect's wants and needs. Some examples are: 

1. Questions about Authority, Timing and Money 

1. “Who is the best person to speak with?”
2. “What is your preferred delivery schedule?”
3. “Have you budgeted for this (project/product/service)?” 

2. Questions about Goals, Problems and Priorities 

1. "What is your vision for the company by year's end?"
2. "Is employee retention currently a concern for you?"
3. "Which of your current concerns, if addressed effectively, would have the biggest positive impact on your bottom line?" 

Attitude questions help you determine why the customer wants to buy. They help you identify your prospect's personal needs, values and timetable. They provide insight into the prospect's mental picture of what buying from you can or will do for her. These are "opinion" questions. They will help in strengthening your relationship with your prospect because, through her answers, you'll get to know her better. Some examples are: 

1.       WIIFM (What's in it for me?) questions 

a.      "How will you benefit from solving this problem?"

b.      "What will change for you if you no longer have this concern?"

c.      "How can I make your job easier?" 

2.       Opinion questions 

a.      “How do you feel about . . .?”

b.      “Why do you feel that way?” 

Ó 2006 Patrick A. Hassett. All rights reserved. 

SalesNow! helps businesses increase their sales, their profits and their customer loyalty by teaching them customer focused sales techniques, high-level customer service and customer relationship management. 

Pat Hassett, President and Founder of SalesNow!, draws on more than 30 years experience in sales, sales management and sales support in a number of industries. He specializes in helping non-traditional salespeople become competent and confident in their sales efforts. 

Additional Resources: 

• Visit the SalesNow! article archive for more articles on a variety of topics related to sales, customer service and customer relationship management.
• Visit http://blog.PatHassett.com for more tips and advice to help you increase your sales, your profits and your customer loyalty. 

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