Successful salespeople have long known that prospects prefer talking to listening. In my experience I can say that a good salesperson is a good listener, a great salesperson is a great listener.
The more you listen to what your prospect has to say, the more likely they will like you. And it is no surprise to find out that people buy products and services from people they like.
It's easy enough to hope that your prospect talks to you, but how do you encourage it? The best way to get the other party to talk is to ask questions.
Imagine a conversation as a game of catch. Every time you are talking you have the ball. When you have the ball you have no idea of what is going on in your prospect's mind. You cannot gather important information when you are talking.
Imagine the conversation ball as a hot potato. The longer you hold the ball, the less your chances are for making a successful sale. You want to give the conversation ball back to your prospect as soon as possible.
To do that you have to ask a question. Your prospect will answer, and thereby take the ball. How long your prospect will hold the ball without tossing it back to you depends on the type of questions you ask.
Don't ask questions that can be answered by a "yes" or "no." Here's what I mean:
You: "Is that important to you?"
Prospect: "No."
You: "Are you having any problems today?"
Prospect: "No."
You: "Do you think Peterson will get the job?"
Prospect: ‘Yes."
With enough of these questions it soon begins to sound like an interrogation rather than a conversation. The prospect's yes or no response constantly puts you on the spot to come up with a new question.
On top of that, the response gives you no new information on which to base your next question. The conversation will quickly lack focus, and it won't be long before you run out of things to ask.
These questions are called closed-ended questions and can be fully answered with a simple "yes" or "no." They generally start with the phrases: "Is it...?" "Are you...?" ‘Will he...?" "Does it...?" "Have you...?" "Do you...?" "Has it..?"
Closed-ended questions are just that, bringing the topic of conversation to a quick close. What you should be doing is asking open-ended questions that encourage your prospect to open up and talk deeply.
Open-ended questions often begin with the words: "What...?" "Where...?" "Then...?" "Who...?" "Why...?" "How...?"
If we were to ask the same questions as earlier, we can rephrase them this way:
"Why is that important to you?"
"What do you think the problem is this time?"
"What do you think will get the job?"
While most open-ended questions begin with these words, any question that cannot be fully answered with a yes or no reply is open-ended:
"Can you explain that?"
"Can you tell me more?"
"Would you please elaborate on that point?"
"Please tell me why you feel that way?"
Open-ended questions encourage the respondent to answer in his or her own words and own way. They tend to relax the prospect and allow you to draw out information on your prospect's needs and wants. It also keeps the conversation ball firmly in his or her court.
Open-ended questions allow you to receive new information, allowing you to base your next questions on what you have just been told.
When you let your prospect do the talking, you know what he or she is thinking. It is also the only time you can control the focus of the conversation.
When you are talking, the prospect's mind may be wandering off in a thousand directions. When he or she is talking you know what he or she is thinking.
Your open-ended question is a request for information and focuses the prospect on that specific topic, helping you control the subject of the discussion.
The crucial advice to the sales professional is to "act, don't react." When you are asking a question, you are taking action. When your prospect answers your question they react – they follow your lead.
So remember to play ball with your prospect. Just keep the ball firmly on his or her side of the court at all times. Practice starting your questions with "how," "when," "why," "where," or "who."
Be aware of how you ask questions and try to rephrase your questions to be as open-ended as possible. Carefully phrasing your questions can play a major role in your selling success.
Remember, the more your prospect talks, the more they like you, and the more willing they will be to buy your product or service.
Roy Chitwood is an author, trainer and consultant in sales and sales management and is president of Max Sacks International, Seattle.
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