The Question Is . . . Part 3 

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 Part 2 we looked at types of questions to ask. In this article we'll look at organizing the questions you ask so that you and your prospect will stay on track to solving your prospect's problems. 

People are your buyers. In a business-to-business situation, it's sometimes easy to forget that, despite the processes businesses follow to make a purchase, in the end it's a person who is buying from you. They make their decision to buy when the cost of not solving their problems combined with their desire to fix them outweighs the cost to solve them. They buy from you when you have formed a trusting relationship with them and when you have asked the right questions of them. They buy when they can answer the question: "What's in it for me?" Here's what I mean. 

In Part 1 of this series I talked about preparation as a critical factor in creating trust. But don't limit your preparation to research. It's at least as important to prepare your questions ahead of time. Your questions should not just be limited to those that will help you figure out what you can sell to your prospect. They should be strategic, thought provoking questions that give you a view into the issues, problems and challenges your customers face. Of course, you will ask those questions in the context of what you offer. 

Asking questions using the OPEN selling steps will allow the prospect to move through the sales process to a natural conclusion. You help the prospect reveal their “pain” while illustrating its negative impact or effects on the prospect’s business. It’s a natural progression to then offer a solution that will relieve the prospect’s “pain” at a cost lower than the cost of maintaining the status quo. 

OPEN is an acronym that stands for: 

Opportunity – Identify important background facts, allowing the prospect to suggest areas of opportunity. You can do some of this as part of your pre-call research but then ask confirmation questions and make requests for new information (see Part 2). This is your situation analysis phase and the answers you receive here will identify if there's a fit between your prospect's needs and the solutions you offer. 

Problem – Identify the specifics of your prospect's problems, dissatisfaction or limitations (PAIN).  These questions are sometimes leading in nature because your questions are naturally based in the context of what you offer. For example, you probably wouldn't probe for problems with a company's pension plan if you're selling bottled water. 

Effect – Questions here are designed to amplify your prospect's PAIN and demonstrate the impact of their problems on their operations, sales volume, profits and so forth. These questions help establish the groundwork for justifying the cost of your solution. 

Your questions should help your prospects to identify and prioritize their problems and to place value on solving them; or conversely, to illustrate the consequences of maintaining the status quo relative to their capacity to meet their expansive objectives. 

As you ask these questions you'll also be challenging your prospects to make a change in what they're doing and how they're doing it now. Help your prospects clearly define the criteria they will apply to making a decision to change their current way of doing things. 

Need – At this step, your questions should be used to measure the value and effectiveness of your solutions from your prospect's viewpoint. These questions are aimed at helping your prospect realize the value of solving their problem with your solution. What’s it worth? Here you can further develop your prospect's desire to solve their problems. 

Ask questions that will help your prospect envision their business using your products or services to reach the next logical step(s) in their business growth. 

Just a conversation 

Slow down and focus on your prospect’s needs. Ask them lots of questions. Learn about their business. Help them identify and articulate their pain and set priorities for relieving it. Help them see the value to their business, and to them personally, in choosing your solution for their problems. Allow them to see “what’s in it for them” to do business with you. 

Essentially, by focusing on their needs and not on your desired outcomes, you’re teaching your prospects and customers about the benefits of choosing your solution(s) over your competitors’. 

Some people call this the Socratic method of selling (or teaching). Ask the right questions and guide the prospect or customer (or student) to reach their own conclusions through their answers to those questions. 

This process works because the prospects sell themselves: in thinking through their answers to your questions, in identifying their problems, in prioritizing and placing value on resolution of their problems and proving to themselves how your solution “works for them.” 

Throughout this process you have positioned yourself as an advisor to your prospect, rather than as a salesperson with your own agenda. You have helped your prospect “see the light”, to achieve their desired outcome. They have reached their own conclusion with your help. You have offered your expertise and your know-how, not just what you sell. You have earned their trust. 

Even though this process is pretty straight forward, I don't want to leave you with the impression that it's easy. It takes planning and plenty of practice to execute the plan well. Write to me if you need help. 

See you in a couple weeks with Part 4 of this series. 

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.

You may use this article in its entirety and without edits, in print, on the Web or in an email as long as you include the copyright and paragraphs above. If you post it on the Web or send it in an email you must include a live link to www.salesnowonline.com. Please let me know where it will appear.