"The
person who asks, takes the lead." There certainly is a lot of truth in
that, since if you ask questions during the sales talk, you get to know who you
are dealing with, show an interest, and establish a relationship. No
relationship – no sale. However, the different phases of the sales talk need
different types of questions. The two archetypes of open and closed questions
are well known, but what are circular and embedded questions?
1. Embedded questions
Embedded questions are suitable if you've already asked a lot of questions and
the discussion has almost become an interrogation. "I ask myself what will
change due to the new product." Embedded questions are hypnotic speech
patterns that are very effective in practice.
It is also an elegant way of obtaining information without acting like a
detective who is grilling a suspect.
2. Backtracking questions
Backtracking questions are used, for example, as counter-insurance and are not
only an effective means of making it clear that you are listening closely to
the customer, they are also a form of mirroring, "Did I understand you
correctly in this respect; you want to increase your production and continue to
maintain your high quality standards?" and "I understand you want
software that is easy to operate and that can quickly optimize the
processes?" By asking these questions the sales person makes sure that
they have properly understood what the customer is saying. The customer also
feels that he or she is being taken seriously and is being looked after; after
all, the sales person is giving them his or her full attention. And that's
always a good feeling, isn't it?
3. Boomerang questions
Boomerang questions are an effective method if you want the customer to
reconsider what they have said. "Do you really think that shifting your
operations out of the country will resolve all your problems?" and
"What makes you think that investing at the present time would do more
harm than good?" With this type of
question the customer's statements are thrown back at them and they can
reconsider what they have said. Sometimes a single argument can be the key for
making someone change their mind. Don't you think it's at least worth a try?
4. Acceleration questions
Acceleration questions help conjure up a sale and they speed up
decision-making. Say, "Assuming we
could deliver by the date you want, would you be able to make a decision
today?" or "Assuming we can clarify this point to your satisfaction,
would your decision be positive?" One, two, sale! The sales person
accommodates the customer and fulfils their purchase requirements, so, what
could stop the buyer making a decision? You can't make a sale any faster than that…
5. Value questions
Value questions about the motive are not used to make the sale quickly. Rather,
they are used to determine the customers' motives, what's driving them, what's
motivating them and what type of person they are. The value questions about the
motive provide information about the person so that the sales staff can judge
their customers better and are then able to convince them with their line of
reasoning. Say, "Why is this point
especially important to you?" and "Why will you consider just the one
property at this location?" In this way you discover the true motivation
for your customers and know how best to approach them. A trusting relationship
is created and, usually, this is always worthwhile for the sales person. Who
wants to scratch at the surface when you can examine the depths?
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