Ask a better question, part 2

This topic of questioning is so near and dear to me, I figured I'd fire up the writing machine to remind you again just how important the power of questions are.  Today, I want to remind you that you are communicating great volumes by the nature and type of questions that you ask.

First, did you realize that your customers realize where you place your value by the type of questions you ask?  For example, if you begin by asking them ABILITY or QUALIFYING questions, you are communicating that you are most concerned with whether or not they can afford your product.  It doesn't matter where you are in life, imagine walking into a Porsche dealership.  The sales person gives you a once over, and immediately begins with "Hi!  Isn't this Carrera gorgeous?  So, where will YOU be driving this to work?"  On the surface, it seems harmless, but here's what he's really asking "Will I be wasting my time if I help you?"

Now, if this same hypothetical salesperson begins with a MOTIVATION/INTEREST question, it comes across as less harmful, although you probably won't tell the truth - "Hi!  Isn't this Carrera gorgeous?  You know, growing up I always had a poster of one on the wall, and now I get to sell them!  So, how long have you been interested in them?"  See the difference?  This is an engaging question that is intended to open dialogue.

Also safe is an EXPERIENCE/USER question, such as: "Look at her.  Isn't she amazing?  She looks like she's going 80 even when she's standing still.  Ever driven one?"  Completely harmless, and doesn't promote defensiveness.  Especially with your opening question, you communicate what you value, and what you are communicating can promote conversation or defensiveness.

So, what kind of questions SHOULD you ask?  they should be questions that are aligned with the needs and interests you've perceived from the buyer.  Too logical, right?  Then you are communicating that the things important to them are also important to YOU! 

Imagine getting home from a long day, and your spouse is noticably upset, sitting on the couch, hair unkempt, looking like they were hit by a train.  Would you ask, "What's for dinner?" or "What's wrong?"  This situation is obvious, if you want to stay married!

For some reason, in sales, we tend to lose that common sense and go down a fixed order of questions, regardless of what body language, feedback, or other signs tell us otherwise.  Know this: The questions we ask tell our customers where we place our values.  If you want to win, make sure your questions include what is important to THEM!

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