There is probably no better way of getting your client or buyer involved in the sales presentation than to ask questions. Just make sure to ask only one question at a time and give the other person enough time to respond.

Let’s look at some specific types of questions.

Closed vs. Open Questions

Closed questions can typically be answered with a simple word or two, such as “yes” or “no.” While they can help confirm details or initiate the closing process in a conversation, they generally don’t facilitate the gathering of additional information.

Many people need more practice in asking open questions, which allow the listener to elaborate, express feelings, or offer suggestions.

Benefits of Open Questions

Open questions provide more information because they:

• Encourage others to talk.
• Gather opinions and ideas.
• Help determine if others have correctly interpreted what has been said.
• Facilitate consensus more readily.

Examples of Good Open Questions

• What is your opinion?
• How do you think we should solve the problem?
• What would you do in my shoes?
• Tell me more about…

Note: Be cautious with “why” questions, as they can often come across as accusatory, making the listener defensive.

Building Relationships

Developing the skill to ask open questions is essential for building relationships with potential customers. These questions help you learn more about their wants and needs, establish common ground, and demonstrate genuine interest in them, putting the focus on their perspectives rather than your own.

Customer-Focused Questions

Good customer-focused questions can include:

• What do you think we can do about this?
• What would you like me to stop doing?
• Would it be helpful if I…?
• Supposing we were to…?
• Help me understand where you’re coming from.
• Let’s set a time when we can discuss the changes we’re prepared to make.
• I’m prepared to… Would that ease the situation?

By mastering these questioning techniques, you can enhance your communication and foster stronger connections with your clients.

Clarifying Questions

Listen attentively to what the client is saying and clarify any implied or unclear statements. For instance, if a client mentions, “This isn’t exactly what I had in mind,” you could respond with, “Tell me what you were thinking of.”

 Benefits of Clarifying Questions

Asking questions to clarify statements significantly reduces the risk of making verbal blunders or overpromising. Start by considering, “What is this person not saying?” and then address it directly. Here are some helpful examples:

• “I’m not exactly sure what you mean. Can you provide more details?”
• “From what you are saying, I have the impression… Am I right or wrong?”
• “I’m not sure I understand what you really need.”
• “Let me see if I understand you correctly. You are going to…”
• “From what you’ve just said, you’ve decided to…”

 Purposes of Asking Questions

Use questions to:

• Discover what your client truly wants and needs.
• Address objections before they hinder the sale.
• Prepare for your next sales presentation.
• Engage your client more effectively.

By incorporating these questioning techniques, you can enhance your understanding of the client’s perspective and foster a more productive conversation.