Step 3 Investigating Needs With Questions

Use questions – don’t assume or try mind-reading
Get the prospect talking (70/30)
Find out facts & opinions
Open up the mind – every time you ask someone a question, the mind tries to answer it, even if the person doesn’t say anything
Open questions versus closed questions – open up and close down the conversation – control
What are the unique buying criteria & hot buttons? Why did they buy before?

More on Questions

Statement question – sneaky implant in brain
Yes tags and no tags
The right questions can force the right answer – King of Spades example
Work backwards to create a powerful set of questions
Outcome
Answer
Question

Focusing Your Questions

Help the prospect convince themselves
To do something – problem needs to be fixed
To buy from you
Everything you say is tainted but what the prospect thinks, feels and deduces is pure
You are looking for
Emotional reasons to buy now
Logical reasons to buy now
People buy emotionally and justify rationally

Away From Pain Towards Gain

NLP meta program – people have a bias about
Moving away from pain & problems
Towards gain, benefits, pleasure & solutions
Carrot & stick, half full or half empty
Personal values & situations – look for language patterns
Pain immediate relief, gain longer term
“Get Rich Quick” versus “Magic Pill”
What pay-offs do people want from buying?

SPIN Questions

“SPIN Selling” by Neil Rackham
A useful mnemonic – based on research into selling success
S = Situational – rapport building (not too many)
P = Problem – qualifying & investigating (doctor)
I = Implications – what is the pain or cost of the problem – you ask and your prospect tells
N = Needs pay-off – what is the value or gain from the solution

The Power Of Questions

The best listeners ask the best questions
They find out more of the right information which can be used to persuade the customer to buy the right thing
Listening means focus on the speaker not you
Active not passive, what’s not being said
Don’t think of what to say when listening
Don’t assume you know the answer
Don’t interrupt or finish sentences

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