In the first five parts of this series, we covered a broad range of thoughts on the topic of 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; types of questions to ask; organizing your questions to help you stay on track in solving your prospect's problems; asking questions that help you qualify your prospects; and finding the balance between asking open- and closed-ended questions. You can find all of the first five installments in the SalesNow! article archive. 

In this, the last installment in this series, we'll take a look at asking questions that are appropriate to the authority level and goals of your prospect; and that will help describe your unique value proposition to your prospects. 

Preparation Q – planning your questions 

You might think that you can just "wing it" when determining what questions to ask your prospects. But to be really effective, you really need to plan your questions thoughtfully and carefully. That planning should take into account who you'll be talking with in your prospect's organization relative to what their objectives are. 

Don't try to use "cookie cutter" questions. They'll be woefully inadequate and will be a detriment to you becoming a trusted advisor. Customize your questions to fit your prospect's personality, interests, position and challenges. 

In my article, Are You A Hunter or a Farmer?, I described some different types of "buyers" you will find in most businesses. Each of those types approach the sales process (purchasing process from their point of view) with different desired outcomes in mind. 

Who's your buyer? 

Many "default" buyers – technical buyers in larger organizations or those who wear many hats in smaller organizations – are often most concerned with limiting the scope of their purchase to single products or services that offer a solution to a narrowly framed need or problem. They're concerned about price at a predetermined specification and about how their decision will affect their day-to-day jobs. Therefore, ask them questions that will help you understand what will make their jobs easier and more pleasant. 

Mid- to upper-level managers are typically most interested in achieving their quarterly or annual goals – increasing sales, efficiencies and productivity or reducing costs. Ask them questions that will give you a view into their world. You'll want to know about what their goals are and how those goals stack up against their current or past achievements. You'll want to ask about the consequences that will result in failing to meet those goals and the personal gain they'll realize when they accomplish their objectives. This will be a great opportunity for you to point out how your solution will uniquely help them reach their desired outcomes. 

When talking with executive decision makers – i.e. C-level executives (CEO, CFO, CIO, etc.) – think strategically because that's exactly what they're doing. These buyers are forward thinking, maybe even visionary. Their buying decisions are aimed at positively and directly impacting their bottom line. The deals in which they get involved are typically of a more complex nature. Ask questions that affirm your position as a trusted advisor and demonstrate your understanding of their strategic level needs. Dig deep, with this type of buyer, in order to learn their highest priorities for growing their business or creating change within their business. Conversing with your prospect at this level adds to your credibility and is unique in the market place. There are many salespeople who pay lip service to this process but few who genuinely engage with their prospects at this depth. 

Getting to the bottom of it all 

With all of these types of prospects, make sure to ask questions that will illustrate the desirable personal and business outcomes they can expect to achieve by making their decision sooner rather than later. After all, you'll be advocating for some sort of change to the status quo. Most people don't like change – even if they're not crazy about their current situation. 

If you've discovered that they've already allocated funding for a purchase, ask them about the criteria and the process they'll use to make their decision. 

In the paragraphs above we touched briefly on injecting a taste of your Unique Selling Proposition into the content and style of your questions. The most important thing to remember is that the questions you ask should always be in the context of what you offer – specifically what you offer that your competitors don't. 

Don't be shy 

It's key to learn everything necessary to really help your prospect solve their problems. So dig deep. Don't be concerned that you might be perceived as too forward. The more senior your prospect is in their organization the better they'll understand that it's your obligation to ask the tough questions in order to help them. 

In Part 1 of this series we described the "interviewer" who couldn't wait to tell their story. Planning your questions in advance will help you avoid "spilling your guts" prematurely. The more you talk, the more your prospect will take a defensive position because you'll be seen as "just another salesperson." 

To position yourself as a trusted advisor and to increase your likelihood of closing the sale, ask compelling, insightful and engaging questions that let you see through your prospect's eyes; and that let your prospect know you're the "real deal." 

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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