The Power of Questions

When searching for those “golden nuggets” you can leverage to gain a competitive advantage make sure you don’t pass by the gold mine of questions! In selling, the answers we need to ensure our success can be found in the questions we ask. Interestingly in our quest for enlightenment it appears the questions we ask are more heavily weighted than the actual answers themselves. Sales people are often very concerned with what to say. Sales people should focus on what to ask.

The questions we ask can instantaneously telegraph 5 critical things to our prospects and clients:

1. Our depth of knowledge about what they do and their industry
2. Our depth of knowledge about business in general
3. Our level of understanding about relevant trends and pressures they currently face
4. Our level of enthusiasm for what we do
5. The degree to which we are prepared

Like most of the important lessons I’ve learned in my life I learned this one the hard way. I was preparing to deliver a full day sales seminar for a client in the publishing business. They own several magazines and business publications. I was calling several of their managers to ask them some questions for the purpose of customizing my presentation. I asked the publisher of one of their magazines this question: “As it relates to the profile of your best prospect, how much do they generate in annual sales?” There was a long pause. An uncomfortably long pause. Then the publisher responded: “Duane that’s not the right question.” “I’m sorry”, I said. “What is the right question?” I asked. She explained that they advertise successfully for Attorneys, Doctor’s, Children’s Clothing Stores, Music Stores, and Wine Shops etc. She explained that who her advertisers are trying to reach is more important to the magazine than how much revenue in annual sales their advertiser generates.

In less than 15 seconds it became very clear to the publisher that I did not know her business. It only took seconds. Fortunately for me the purpose of my phone call was to get an education, and as a result it prevented me from going down in flames. I got lucky. This time.

Take the time to create a list of relevant and meaningful questions. Having a list of insightful questions will serve you well time and time again. Your questions will support you in your quest to differentiate yourself and establish credibility and trust.

Article Source: http://www.wahm-articles.com

Duane Cashin is a motivational speaker and sales trainer who focuses on helping sales and business people differentiate themselves and gain a competitive advantage in today’s crowded and competitive markets. Duane’s knowledge of how to penetrate the C-Suite was solidified when he worked with Tony Parinello the author of the best selling book Selling to VITO. As a keynote speaker and sales trainer Duane is known to have the perfect blend of content and humor. www.duanecashin.com

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