Freight Brokers Today, I'm borrowing from one of Art Sobczak blog posts and books to share 29 brief questioning tips with you. These come from Telephone Tips That SELL!- 501 How-To Ideas and Affirmations to Help You Get More Business By Phone.
(This book is in the Sales Book Bundle as part of my huge moving sale. That book alone is worth the price of the greatly discounted bundle, and you'll get FIVE other books1)
Here are the questioning tips:
1. Use "playback," or "parrot" questions to get more information. Simply repeat, as a question, the key part of what the speaker just told you: "You've been having delivery problems?"
2. Question "fuzzy phrases" for clarification. If they say, "We'll give it some consideration, let's stay in touch," ask what specifically they will consider, when you should speak again, and why that's a better time.
3. Ask them how they "feel" about an issue. That might give you more information than asking what they "think" about it.
4. The word "Oh?" can be one of your most powerful questions.
5. Probing technique after hearing just a vague comment: "Which means . . . what, exactly?"
6. Be specific when looking for information. Don't use words like "a lot," "often," "much." As in, "Does that happen a lot?" Instead say, "How many times per day does that happen?"
7. You can use statements to probe. For example, "Steve, your thoughts on what you'd like to see in a landscape plan will help me provide you with the best information."
8. "I keep six honest serving men. Then taught me all I knew. Their names are What, Why, and When, and How, and Where and Who." Rudyard Kipling
9. Ask "assumptive-problem" questions that help you learn the details of their problems and needs. "Dale, about how often would you say your supervisors call in sick, when you feel they're really not?"
10. Get clarification on the fuzzy phrases. For example, what does, "We'll give it some consideration," really mean? Ask them, "That's good to hear. What, specifically will you be considering?"
11. Resist the tendency to jump into a presentation after uncovering just a sliver of a need. Continue questioning to further develop and embellish the need or problem.
12. If you get a question you'd prefer to defer until later, turn it around explaining why. "In order for me to quote you the very best price for the system that would meet your specific requirements, I'd like to learn a little more about . . ."
13. Use "loaded problem/benefit" questions. "Many of our customers found they were having problems getting their orders filled within seven days with the other service. What is your experience?"
14. When talking to a prospect who called you in response to your advertising, ask them, "What was it that caught your eye in the ad and prompted the phone call?" This can help you immediately zero in on their hot button
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15. Before sending out information, ask, "Let's assume that you like what you see when you get it. What happens next?"
16. Use opposite choices when questioning to understand their desires. "Are you looking for deluxe office space in an office tower complex, or something more along the lines of an industrial park location?"
17. Avoid using the hanging "or . . ." when questioning, as in, "Is this something you'd use, or . . .?" It's confusing to the listener, and shows a lack of confidence. Just ask the question, then be silent.
18. Don't qualify your questions with wimpy words like, "I don't want to seem pushy, but . . .," or, "You might not want to answer this, but, . . ."
19. Any time you send out a sample or demo, always first ask, "What criteria will you use to evaluate it?"
20. With indecisive prospects you obviously have shown you can help, ask, "Pat, you're waiting for . . . what . . . . before we can work together?"
21. Avoid asking "What are your needs?" This expects them to do your job. Instead, pick out a specific need you can fill, and question about it: "What are you experiencing with downtime?"
22. Embellish the needs you uncover by layering more questions on their responses. For example, "And then what happened?" "What implications does that have on the other departments?" "How does that affect the bottom line?"
23. Question to learn the decision-making process: "What is the normal procedure at your company for making a decision like this?"
24. Help them imagine ownership, by saying, "Let's say you already owned this. How would you . . .?"
25. Whenever sending out a proposal, or when you're competing against other vendors for the business, ask, "What are the top three considerations you'll use to make your final decision?"
26. Any time you hear your prospect or customer mention someone else in the company with regards to what you're offering, ask them, "Oh, what do they do?" This helps you learn of all the players involved, and the process.
27. Customers buy based on value. But not what you think is value. It's what their perception of the value is. Ensure you know what they're looking for, then deliver it.
28. Avoid the use of "Really" as a question in response to their statements. It's meaningless, and annoying.
29. Ask prospects what criteria they used the last time they selected a supplier. Then ask if they learned anything useful from that process.
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