Helping the Customer to Buy - The Importance of Questions in Selling

The secret of successful selling is to ask the right questions. If we do this properly, we become seen as a problem solver and the dynamic shifts from a buyer/seller relationship into that of two equal partners.We are then not selling...we are helping the customer to buy. In order to sell effectively we need to know what will make the customer buy from us. In order to do this we need to ask them...and listen wholly and exclusively to what they say. A highly effective type of question is known as an 'open' question. These are questions often prefaced with the words who, what, when, why, where or how.

These are all words that will encourage the customer to talk about their current situation and needs. If we are listening attentively then we are able to gather lots of information which can then be used to tailor our ultimate presentation, to show the customer how our product or service meets their specific and stated requirements.

Here is a sample list of some of the possible questions we could use:

'Who' questions

Who will use the product?

Who will need to be trained to use the product?

Who will be signing off the order?

'What' questions

What problem are you looking to solve?

What impact does this problem currently have on your business?

What do you look for when buying new 'widgets'?

What else...?

'When' questions

When are you looking to introduce the new 'widgets'?

When will you need delivery?

When would be the best time for the training programme to start?

'Why' questions

Why do you say that?

Why is that an issue for you?

Why do you need to change the situation right now?

Why do you think that?

'Where' questions

Where will the 'widgets' make the biggest impact?

Where will you need the delivery to go to?

Where do you get your 'widgets' from currently?

'How' questions

How can I help you solve that problem?

How quickly will you need the 'widgets'?

How would that work in practice?

How will this change the way you currently work?

A word of caution though....in order to maintain rapport with the customer it is important that we use open questions naturally and conversationally otherwise it could feel to them that they are being bombarded. Likewise,if we can link our next question to the last customer answer we are more likely to demonstrate that we have actively listened to them, understand them, and ultimately we will be more successful in matching the benefits of our proposal to what the customer is looking for. This linking of questions takes time and constant practice but is superbly effective.