Have you ever counted the number of closed and open-ended questions you generally use during sales meetings? Do you know the difference this makes to your prospecting performance?
In this Webinar, we'd like to share with you one of Kestio 's greatest trade secrets: the art of commercial questioning.
Wrong question... wrong answer
"Who questions leads? If you're not satisfied with your question, the answer is bound to be wrong. This is because the information you need for your questioning comes from the questions you ask. It all starts with your sales question.
Define the objectives of your sales questioning
The aim of your sales questioning is not to define your customers' needs. As Steve Jobs said: "You can't ask customers what they want and then try to give it to them. By the time you've built it, they'll want something else.". If a prospect needs something, he'll buy it on his own!
The point of prospecting is rather to develop your prospect's implicit interests: his motivations, frustrations, beliefs, obstacles, ambitions... These different elements will serve as key elements in your questioning.
Sales questioning: the phases of customer reflection
During a sales discussion, the person you're talking to is thinking about making a purchase. This phase can be divided into 4 main stages, around which your sales questioning should focus:
1. Awareness
- I've got a problem!
- Oh dear, I have a hankering!
- I want to be just like him!
- I'm missing something!
2. Consideration
- What solutions exist?
- What level of priority ?
- Who canhelp me?
3. Purchase
- Which solutions do I choose?
- With what criteria ?
- How do I justify my choice?
4. Usage
- What performance ?
- What supplements ?
- What are the alternatives ?
The different types of questions to ask to develop your sales approach
Factual questions
These questions are designed to explore the content of your question.
Projective Kestions
- How long have you had this problem?
- Who in the company is affected by this issue?
- What have you tried to do to solve the problem?
Existential questions
Broader, these questions seek to make the prospect dream, with formulations such as "What if?
Sales questioning and prospecting
The art of questioning is a key success factor in prospecting. To help you apply your sales questioning in this context, we suggest you discover our Prospecting MasterKlass. Comprising 11 e-learning videos, this MasterKlass provides you with a wealth of techniques and best practices for making appointments. Click below to discover the Prospecting MasterKlass at a special price of €49 instead of €119.
