Most sales blogs (including mine) go on and on about the importance of asking the right questions to the prospect. Questions help you get out from the prospects everything you need to be able to help them: their current needs and pain points, where their company stands at the moment, what their available budget is, etc.
However, prospects should be asking questions too and you as a sales rep should encourage them. You want as many questions as possible coming your way because these help you showcase your knowledge and expertise on the subject. By showing your prospects “what you’ve got”, you are setting up your reputation of a credible and reliable professional that they can rely on.
Question no. 1: how much do you know about what is happening in the market?
The truth is, prospects need your answers and your expertise. Many times they do not really know what their business needs, simply because they are out of the loop with what is going on in the market. Maybe their company is located in a small, relatively rural area or maybe the head executive has been doing the same job for the last 10 years and the last time they went on a conference was ages ago.
This is where you come along as someone who keeps abreast of the latest trends on the market. The fact is that sales reps are the most informed, updated people simply because they move around a lot, talk to people from different niches — and have probably worked in different niches themselves — and hear what works and what does not. They attend conferences, educational seminars, are members of various associations and attend their relevant meetings. In short, they have all the knowledge that a smart prospect should know how to use.
Now the question is how to position yourself as an expert? See yourself with the eyes of your prospects. Do an ego search — see how you come across to others. Observe critically and meticulously. Notice everything, the form as well as the content of everything on you on the web. Make sure it is all the way you want it to be and then encourage your prospects to do some research on you.
Question no. 2: why should we go with your offer and not that of your competitors?
The question of competition might come up. Encourage it. Your prospect might want to test you by asking who your competition is and why you think you and your product are a better choice. They will observe your reaction to gauge if you should be trusted. Be honest about your competition (as much as possible). Be open about what it is that they do differently; do not hesitate to compliment them. Acknowledge their good sides, but end the conversation with a cogent argument on why your offer is better. Stress your work policy; specifically, emphasize that you do not believe in pushing a prospect to buy a product they do not really need. Say that you believe such scenarios always backfire in the end so you would rather avoid them — that is why you always work with prospects who will genuinely profit from your cooperation. Prospects will be more likely to trust your advice if they know this about you.
Question no. 3: how else can we solve our problem?
Prospects are probably considering other ways to tackle their business challenges. Do detailed research to find out what their other options are and then prepare your arguments to explain why yours is still the best offer. If the prospect is not asking this question, you initiate the discussion. Go over the benefits and drawbacks of each alternative, ending with a compelling explanation why your product is the optimal solution.
Question no. 4: how is your company doing?
You can impress your prospects with your expertise and your wonderful personality as much as you want. But the truth is, you prospects are not buying you but your product. Moreover, you prospects are not just buying from you but also from your company. And there is only so much you can do if there is something faulty with your product or your company.
In this sense, expect a direct question about how your company is doing. Seize this moment to build your company’s image as well as your own. Talk about why you joined the company and your expectations of it. Show your passion about your position in it and back it all up with facts about how fast your company is growing.
Question no. 5: tell me about your other clients?
The magic of the social proof never fails. Prospects like to know who your other clients are. They are more likely to close the sale if they know that successful companies work with you. The bigger the clients, the more special they feel. Drop them an insiders hint about a strategy another company from the same niche used to reach new heights, mention how your product helped there and be sure you have yourself a deal.
If your company is relatively new and you do not have such examples up in your sleeve, no worries. There is always something to show off with! One of your IT guys went to Harvard or someone from your marketing sector learned the ropes at Hubspot? Squeeze it somewhere in a conversation and observe your prospect’s reaction.
Just because you have your perfect answers to these questions prepared, it does not mean that your prospects will ask them. Lead your prospect into asking them by fostering two-way communication. Open and honest sales conversations are what builds long-term trust and relationships.
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