Whenever we speak to prospective customers our priority should always be to seek information. We should ask open-ended questions, and then listen effectively to the responses. Then and only then can we glean that vital information. Armed with a true understanding of our prospect and his/ her/ their situation we can go on to qualify them as a sales opportunity. Qualification and rapport building help with building trust and credibility – 2 of the cornerstones of successful selling.

Closed Questions

Will usually lead to a one-word (or short phrase) answer

Get facts from people

Control remains with you

Examples:

Q. Can I help you? A. No

Q. How are you? A. Fine thanks

Q. What time is it? A. 07:45

Open Questions

• Make people think about their response

• Are good when you are trying to understand how emotions are linked to things

• Tend to hand control to the respondent

• Examples (all of which should lead to lengthy responses):

  • How does that process work?

  • What prompted your interest in this?

  • What other issues are important?
    What are your next steps?

  • How do you see this happening?

  • What constraints do you have in this area?

  • Who are the key people?

When to use open questions

• After closed questions, to build an encounter into a conversation – especially with people who are a bit quiet;

• To gain information about people and businesses (wants, problems, needs, constraints);

• To help you in the process of selling the problem to people – so that you can sell them the solution;

• To help people feel good about you as an individual by demonstrating concern for them / their health / their business / their holiday etc.

Getting Comfortable with Open Questions

It is vital that you are comfortable with the way you interact with your prospects. Start working from a script, or looking and acting awkward and you will put people off. If you find this concept difficult to put into operation, start by practicing in a setting where you feel comfortable before you start changing the way you deal with your prospects.

This was a guest post by Paul Fileman of SPS who are a national team of proven senior management professionals, passionate about working to help businesses achieve their next level of development and performance. Whether they are facing market changes, financial problems, people/skills issues, or are preparing a major project, they offer dedicated support from a multi-disciplined team of experts.

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