The Art of Asking Questions: How to Use Effective Questions to Uncover the Prospects' Needs and Desires
The potency of a sales professional lies not only in the ability to talk but more importantly, to ask the right questions. Well-posed questions are paramount in unveiling the needs and desires of a prospect, hence fostering a mutually beneficial conversation. In this article, we explore how Transactional Analysis and the concept of 'Discounting' can revolutionise your questioning approach, providing you with a formidable tool in your sales arsenal.
Transactional Analysis (TA) is a psychological theory coined by Eric Berne that explores the complexities of interpersonal communication. The Discounting Matrix, an integral component of TA, is a valuable concept for sales professionals. Discounting, in the context of TA, refers to the process where individuals underestimate the significance, scope, or implications of a situation or ignore them altogether. The Matrix categorises discounting into four levels, each representing a progressive stage of denial.
Discounting plays a pivotal role in a sales dialogue. It acts as a cognitive barrier, obscuring the true needs and desires of a prospect. By recognising and reducing the level of discounting, salespeople can penetrate these barriers, enabling a deeper understanding of a prospect's true needs and motivations. A prospect exhibiting a high level of discounting might overlook or undervalue their problems or the solutions offered, thereby complicating the sales process.
Crafting questions that minimise discounting can pave the way to a more fruitful sales conversation. For instance, questions that challenge the prospect's existing beliefs and assumptions can reduce discounting at level 4 (the problem does not exist).
At level 3 (I can't do anything about the problem), a salesperson might ask, "Have you considered alternative approaches to this issue?" Such a question can help the prospect explore potential solutions, thus lowering the level of discounting.
When a prospect discounts at level 2 (You can't help me with the problem), questions like, "What would be the best-case scenario if our solution effectively addresses your issue?" can encourage the prospect to visualise the benefits, thereby reducing discounting.
At the first level of discounting (It's not worth doing anything about the problem), a question like, "What are the long-term impacts if this problem remains unresolved?" can help the prospect comprehend the gravity of the situation, thus lowering discounting to zero.
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Understanding and implementing the art of effective questioning through the lens of Transactional Analysis and Discounting Matrix can drastically enhance your sales approach. By identifying and reducing discounting, salespeople can foster a better understanding of their prospects' true needs and desires, making way for more effective sales dialogues. By doing so, you can build more robust relationships with prospects, boost your sales performance, and ultimately, contribute to your company's success.
Incorporate these insights into your sales technique, and you'll find yourself not just a step ahead, but a leap ahead in your sales journey.
NB: We'll be discussing this topic in this weeks Sales Nexus Mastermind class (every Wednesday at 4pm (5pm CET)). DM me if you'd like a complimentary invite
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Inside Sales Manager @ MathWorks | Driving EMEA Revenue Growth. "Tell me and I'll forget. Show me and I'll remember. Involve me and I'll understand."
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