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Message # 035:
A question of technique?
For years, sales professionals have been trained to ask open-ended questions because conventional wisdom holds that they're more effective for probing prospects' needs and challenges.
So when I conducted a sales training workshop a few weeks ago with a group of investment advisors -- and I was taking participants through an exercise to help them develop questions that would engage their prospects in conversation -- I was criticized for not making a distinction between open and closed questions.
Depending on how many conventional sales training seminars you have taken, you too might be wondering how I can challenge the conventional wisdom.
Well, wonder no more.
I can tell you from personal experience as an advertising copywriter and from having been on the tradeshow circuit where I engaged hundreds of people in conversation every single day, a natural mix of open and closed questions works just fine.
I can also tell you that this was validated in the research done for Neil Rackham's book 'Spin Selling' in which he found that while probing skills are important, 'it doesn't seem to matter whether the questions are open or closed.'
But most importantly, if you're still wondering what technique works best to nudge your prospect in buying, you may be missing the point entirely.
In my workshops and programs, one of the biggest benefits of the exercises is that they help participants move beyond technique and simply connect with prospects and clients on a human level.
If your questions are 'technique motivated', they'll come off as manipulative. If your questions are genuine -- regardless of whether they're open or closed -- they'll simply be door openers to conversations about what the other person needs most, and how your expertise can meet those needs best.
Now, wouldn't those be profitable conversations to have?
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FYI
:
If you're a consultant, advisor, independent professional or emerging company who is tired of pushing so hard to get sales – and you're ready to learn a better way to differentiate, position and brand yourself, we can help. As expert copywriters, we can help you get the clarity you need and the business you want. That's what the Essential Message is all about. For information about our workshops, coaching, copywriting and consulting services, or booking me to speak at your event, please call 416 534-4766 or link to www.EssentialMessage.com.
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