Shelley Walters explains how what you ask when, can open new doors to sales success
Throughout our education, we have been conditioned to believe that success hinges on having all the answers. From early classroom days to advanced professional training, the main focus has been on acquiring knowledge and providing solutions. But this can leave a crucial skill underdeveloped – the art of crafting and asking quality questions.
In the nuanced field of business-to-business (B2B) sales, this skill isn’t just an asset, it’s the backbone of success. Unlike the traditional emphasis on answers, the complex dance of sales revolves around the right questions.
This article is dedicated to illuminating the key role that good questions can play in distinguishing you as an exceptional B2B salesperson.
We will discuss why an inquisitive approach is vital in sales, integrate the concept of funnelling questions and guide you through enhancing your questioning strategies.
Ask and listen
Imagine starting a sales discussion not with a rundown of your product’s features but with a question that prompts your prospect to talk about their challenges. This shift from a solution-centric to a problem-centric dialogue not only shows empathy but also strategically positions your offering as a tailored solution to their unique needs.
In B2B sales, where buying decisions are complex and involve several stakeholders, maintaining a customer-focused conversation is essential. It’s about flipping the script from selling to solving.
What to ask when
The efficacy of your questions can transform the sales process. Here’s how different types of questions play distinct roles.
- Open questions broaden the conversation, giving you insights into your client’s challenges and ambitions.
- Closed questions allow you to confirm details and keep the dialogue productive.
- Negative-answer questions help identify gaps in your client’s current solutions, showcasing potential areas for your intervention.
- Hypothetical questions enable your client to envision the positive changes your solution could bring.
- Funnelling questions start with a wide lens, gradually narrowing down to pinpoint specific needs or issues, aligning your offering more closely with your client’s situation.
Strategically employing these questions not only uncovers critical information but also builds rapport and trust, paving the way for a good business relationship and a successful sales outcome.
Order matters
The sequence and timing of your questions are instrumental in guiding the conversation. Initial broad questions lay the groundwork for a connection, while subsequent, more precise funnelling questions delve into the heart of your client’s needs. This approach ensures that when you finally suggest your solution, it is perceived as a natural fit for their specific situation.
Refining your questions
Developing a knack for asking impactful questions demands practice, curiosity and a mindset geared towards discovery. Each interaction is an opportunity to refine your approach, with every question bringing you closer to understanding your client’s needs in depth.
Cultivating curiosity
In B2B sales, where traditional educational models have left a gap, cultivating curiosity can be a strategic asset. Preparing meticulously, engaging in continuous practice and viewing rejections as opportunities for growth can dramatically enhance your questioning skills. This not only deepens your understanding of clients’ needs but also boosts your ability to align your solutions more effectively.
To sum up, the journey to excelling in B2B sales is marked by the quality of your questions. By embracing this paradigm shift from having all the answers to asking the right questions, you’re poised to unlock new levels of sales success.
Shelley Walters brings over 23 years of B2B sales experience, with a record for delivering exceptional sales performance. Her company, The Sales Counsel, offers training and support for sales teams both live and online. An award-winning keynote speaker, Shelley has helped individuals and groups globally in mastering the sales process.
www.thesalescounsel.online
shelley@thesalescounsel.online